Leading South African exporters say the branded apple has changed the way retailers look at apples
In the highly competitive Chinese retail environment, most apples are sold generically through wholesale channels. But, according to JJ van der Spuy, commercial manager at Core Fruit, this has all changed with the emergence of Flash Gala as a truly South African apple brand.
Van der Spuy said he has seen firsthand how Flash Gala is making waves – especially in the highly competitive Chinese retail environment.
“In China, most apples are sold generically through wholesale channels. Breaking into retail is hard, and even then, your product is simply labelled as ‘Imported from South Africa’,” van der Spuy explained.
“Flash Gala changed that. It’s not just a South African apple – it’s Flash Gala. The brand is well-known, easily remembered, and frequently asked for by name.”
Core Fruit, Tru-Cape and Dutoit Agri are three leading South African exporters who have backed the Flash Gala brand.
“A recent Flash Gala promotion in partnership with Yonghui, one of China’s largest supermarket chains, demonstrated the power of branding,” said Van der Spuy. “The response was overwhelming. Shoppers loved the look and taste, and sales soared. Now, other retailers are queuing up to run similar campaigns – but only with Flash Gala.”
Tru-Cape’s Conrad Fick confirmed the newfound popularity of Flash Gala in China.
“The path to becoming the ‘go-to’ variety, especially when challenging a legacy cultivar like Royal Gala, requires a steadfast, long-term commitment to building conviction at every level of the supply chain,” Fick said. “The early successes, such as the overwhelming response in China with Yonghui, are powerful validations of this strategy. It proves that when a brand like Flash Gala is given a clear identity, it can break through the anonymity of the generic produce aisle and become a name that consumers actively ask for.”
The challenge with branding fresh produce lies in maintaining consistency despite the natural variables of agriculture. But the rigorous production and quality control standards behind Flash Gala ensure that the brand promise is met year after year.
“Flash Gala has become synonymous with exceptional quality,” van der Spuy said. “Consumers may forget a cultivar, but they remember a brand. That’s the real power – and the real opportunity.”
Van der Spuy named Flash Gala alongside Pink Lady and Joya as the current frontrunners in branded apples.
“There are many promising varieties out there, but to successfully brand one, it must be truly remarkable,” he said. “Flash Gala meets that standard.”
