Leading South African apple and pear growers and marketers say they are pleased with the progress of Flash Gala as it passes milestone
Flash Gala is the latest South African branding success and various exporter have said it is the consistent, striking colour that sets it apart from other red apples and Gala types.
“A carton of Flash Gala apples with their uniform red hue is a visual standout. The packaging is eye-catching, and consumers are drawn to the brand,” said Louis du Toit, responsible for marketing at Dutoit Agri. “It is the consistent, striking colour that stands out in the market.”
News of Flash Gala breaking through the one million export carton mark for the first time in a season, came at a time when there are calls for South Africans to spread their wings to Asia to offset tariff wars started by the US.
JJ van der Spuy, commercial manager of fruit exports at Core Fruit, agreed that branding is a key advantage. “Flash Gala offers crispness, shelf life, and consistency, but what truly sets it apart is brand recognition. That’s invaluable in markets like the Far East.”
Exporters have credited Tru-Cape’s promotional and development funds for accelerating the brand’s success. These funds are largely invested in market development –particularly in the Middle East, Vietnam, and India – with additional spending on client-specific promotions.
Thanks to these efforts, even traditionally hesitant markets are embracing the variety, said Tru-Cape.
“Chinese consumers generally prefer striped Gala apples, but with targeted promotions, we convinced Yong Hui Superstores to carry Flash Gala. It’s been a breakthrough in the Chinese retail market. We are luring consumers with our promotional banners, encouraging them to develop an appetite for beautiful red apples. By giving them a good experience, they will return for more,” said JJ van der Spuy.
He also expressed enthusiasm about the inaugural Flash Gala exports to Thailand, following the reopening of the market for South African apples. “Thailand holds promising potential for further growth.”
Interest in cultivating BigBucks Gala is growing in countries such as America, Australia, and India. And although local planting is currently stabilising after a rapid expansion phase, a second wave – particularly in cooler regions – is anticipated.
With South Africa recently overtaking Chile as the largest apple exporter in the Southern Hemisphere, international attention is firmly fixed on the country’s innovative, high-quality produce.
“The fact that we’ve developed and scaled a variety like Flash Gala proves that South Africa is a leader in the global apple industry,” says Calla du Toit.
Louis du Toit agrees: “We should take pride in Flash Gala – not only as an industry but as a nation. Marketing it as a truly South African product gives us a global edge.”
