South African consumers will this year have more opportunity to eat locally produced Sharon fruit, following recent expansion in the volume of the fruit produced in the country.
Marking the recent growth, Archbishop Desmond Tutu – one of the industry's most ardent supporters – took delivery of a basket of new-season Sharon fruit last week at his home in Cape Town.
According to industry body Sharon Fruit of South Africa (SFOSA), years of steady growth in the industry has enabled it to supply more sharon fruit consistently between May and July to South African retailers and fresh produce markets.
This year, South Africa is set to harvest around 7,000 tonnes of the fruit, prompting an increase in promotional activities.
'With South Africa's major retailers backing the development of the local consumer market, we will see much in-store activity this year which will not only make the fruit more visible, but will also allow us to share information and ideas with consumers,' said Barak Tovia, chief executive of SFOSA.
Sharon fruit is expected to enjoy strong growth in demand during the coming years, Tovia added.
'Sharon fruit will over time become a very special part of South African life because we are the only country in the Southern Hemisphere where they are grown,' he said.
The south-western Cape region was chosen some years ago as an ideal place to establish a counter-seasonal Sharon fruit business in the Southern Hemisphere, a move designed to supplement volumes grown in Northern Hemisphere countries including Israel.
'The excellent climate of South Africa's south-western regions is just what Sharon needs to deliver the best tasting fruit, bursting with juice and flavour.'
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