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Tru-Cape Fruit Marketing, South Africa: Managing the Export Market Diversification Challenge

Author

Listed:
  • Viviers, Wilma
  • Kühn, Marié-Luce
  • Steenkamp, Ermie
  • Berkman, Brian

Abstract

Tru-Cape Fruit Marketing (Tru-Cape), South Africa’s leading apple and pear distributor, has an impressive track record since its inception in 2001, growing its turnover from $50 million USD in its first year to $135 million today. While it focuses on both domestic and international markets, Tru-Cape knew from the onset that the real growth potential lay in exports. Tru-Cape was formed through a merger of two companies already exporting to 20 countries. By 2013, exports had risen to 67 countries, demonstrating the company’s on-going commitment to market diversification. It also reflects the tenacity of management to tackle the many challenges along the way. Tru-Cape has devised a set of strategies to enable it to hold its own, but a fast-changing global environment is forcing management to take a fresh look at the company’s internationalization agenda.

Suggested Citation

  • Viviers, Wilma & Kühn, Marié-Luce & Steenkamp, Ermie & Berkman, Brian, 2014. "Tru-Cape Fruit Marketing, South Africa: Managing the Export Market Diversification Challenge," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(B), pages 1-5, July.
    • Handle: RePEc:ags:ifaamr:179599
    DOI: 10.22004/ag.econ.179599
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