Chris Keevy, ceo of the South African Avocado Growers' Association (SAAGA) since 1997, has left the association to pursue a career in another field.

Nic Raey, chairman of SAAGA, said Keevy had been an energetic leader of the organisation during his term in office.

'We have seen a number of changes, the most fundamental of which has been the move away from the ceo's traditional role of technical expert to Chris's focus on market development,' he said.

'At the time of taking over, the industry was plagued with alternate bearing, increasing competition and static price structure in Europe, limited market information and no effective method of co-ordinating volumes during the South African season.

'Chris identified his main objectives as bringing to the growers an improved market support service comprising information flow, volume co-ordination in a spirit of voluntary co-operation and a generic promotion campaign.' The highlights of Keevy's achievements are the introduction of a canopy management programme to address alternate bearing and the success of SAAGA's UK promotion campaign, which contributed to a 35 per cent rise in consumption of SA avocados in three years.

He was also instrumental in the establishment of the AMAPWG, an international avocado working group that brings different countries of origin together to co-operate on volume management.

'We greatly appreciate what Chris has done for this industry and wish him success in his new venture,' concluded Raey.

Topics