SA companies loud and proud in UK

These Western Cape-based companies are: Cape Five, Capespan, Colors, Dole SA, Du Toit Vrugte, Fruitways, Goedehoop, Valley Packers and Tru-Cape. This initiative is part of the Fresh Produce Export Forum (FPEF), which is also a member of Proudly South African. The partnership with Proudly South African came as a result of the need to mutually brand the products and to present their service under one umbrella.

According to FPEF Chief Executive Officer, Stuart Symington, the promotion is set to increase their profiles and in turn generate substantial employment opportunities. Symington explains, "When our industry deregulated in 1997, we somehow lost our international brand credibility and market, with some of the exporters such as Capespan being privatised. This necessitated a unified body to market our products internationally and to promote South Africa. We therefore partnered with Proudly South African and we are optimistic that this partnership will result in great profits."

The nine companies will showcase their products with the rest of their counterparts globally at the "Delicious Fruit Golden Delicious UK Export Promotion" during the first two weeks in May. Symington emphasised that Proudly South African, together with FPEF (an umbrella body of the exporting companies), had reached agreement that the companies participating in the promotion will use the Proudly South African logo on their packaged materials.

"We aim to sell more golden delicious apples than we have done in previous Years. South Africa has not achieved equal profits in comparison to countries such as France. We therefore need to make more profit," adds Symington. South Africa is one of the few countries in the world to produce golden delicious apples and the only country in Africa. Symington says this is attributed to the fact that apples need to grow in a semi-humid environment and most African countries experiment hot weather patterns.

The promotion attracts about 100 golden delicious apple producing countries and will showcase the best fruit retailers in the world. The participating UK retailers are Asda, Co-op, Morrison, Safeway, Sainsbury, Somerfield, Tesco and Waitrose. Fruit sold in loose form, amounted to approximately eight million fruits and fruit sold in 1kg pre-packed plastic bags amounts to approximately 700 000 bags that will be branded with the Proudly South African label.

Martin Feinstein, Chief Executive of Proudly South African says, "FPEF and their eight members were granted permission to use the logo for the duration of the promotion." He emphasised that Proudly South African approved all utilisation of the logo on labeling and packaging. After the promotion, both parties will negotiate an agreement regarding membership and future joint activities.

The Proudly South African campaign's membership has seen exponential growth and is now fast approaching 2000 companies.