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

Wilma Viviers, Marié-Luce Kühn, Ermie Steenkamp and Brian Berkman

International Food and Agribusiness Management Review, 2014, vol. 17, issue B, 5

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.

Keywords: Agribusiness; Farm Management; International Relations/Trade; Labor and Human Capital; Land Economics/Use; Marketing; Production Economics; Productivity Analysis (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ifaamr:179599

DOI: 10.22004/ag.econ.179599

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