SCSA wraps up 2017 season

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Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

SCSA wraps up 2017 season

CEO Suhanra Conradie says it has been another year of growth for the summer citrus category

SCSA wraps up 2017 season

SCSA CEO Suhanra Conradie

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Summer Citrus from South Africa (SCSA) is concluding its North America campaign with the two final vessels set to arrive with Navels and easy peelers as well as the first shipment of Midknight by next week.

SCSA said it had been able to maintain steady movement of fruit throughout the season.

“We have established a unique collaboration with incredible logistics partners who are equally committed to meeting USDA requirements. Without dependability and service excellence from Seatrade who provides our dedicated cargo vessels as well as FPT Group who manages our Capetown loading facility, we would not be able to execute such a consistently strong programme all season long,” said Suhanra Conradie, CEO of SCSA.

“In addition, we are fortunate to work closely with the government bodies involved in the pre-clearance process for our fruit, including USDA/APHIS, Department of Agriculture, Forestry and Fisheries, as well as the Perishable Product Export Control Board. All of these groups play a significant role in maintaining a well-managed and successful programme year after year.”

SCSA carried out its second annual digital promotional campaign this year. Called Swing Into Summer, the campaign included a two-phase online promotion, national influencer partnerships and social media outreach aimed at raising brand awareness and elevating in-season citrus options.

The campaign tripled the number of consumer contacts opting in to receive information about summer citrus from South Africa, and they will continue to be nurtured with a year-round digital marketing strategy.

“2017 has been another exciting growth year for the summer citrus category and we’ve been pleased that our group has been able to increase our support of US retail partners,” said Conradie. “We’ve enjoyed the 17th season and hope to replicate for years to come.”

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