South African apple success story sees price inflation outpacing costs as industry leaders plan expansion into Middle East, Bangladesh and Far East markets while focusing on improved storability
The Flash Gala apple brand has had its best season since it was launched, but now steps need to be taken to create further momentum.
“There is significant potential in the Middle East, Bangladesh, and the Far East,” said Louis du Toit, marketing manager at Dutoit Agri. “We also need to focus on improving storability to extend our sales window.”
Flash Gala is rapidly proving itself as a highly profitable brand.
“Profitability levels have improved dramatically year on year,” confirmed Calla du Toit, procurement manager at Tru-Cape Fruit Marketing and chairman of the BigBucks Growers’ Association.
“Price inflation has outpaced cost inflation, and prices have exceeded expectations.”
This year’s record season is already fuelling interest in expansion.
“We expect a second wave of plantings within two to three years, especially in regions where growers have had strong results,” he noted. “The solid returns and consistent market demand make BigBucks an attractive variety for growers.”
Calla du Toit said he never imagined the level of success Flash Gala has achieved so far.
“We have always believed in the variety and the brand, even though there were challenges, but we could never have dreamed about this type of demand and prices.”
He attributes the season’s success to collective effort.
“This has been a team victory – from production to packing to export. If we keep working together and improving quality, there’s still enormous potential for growth and return on investment.”
Innovation also played a central role, he explained.
“It’s exciting to see so many young horticulturists and technical experts involved,” said Calla Du Toit. “Constant innovation is the only way we’ll stay ahead in a competitive global market.”
With record volumes, excellent quality, and strong demand, Flash Gala is firmly establishing itself as one of South Africa’s most exciting apple success stories – and a brand poised for further growth both locally and internationally.
