Article
Agbiz Media Day Shines Spotlight on Fruit Sector and Agricultural Innovation in the Western Cape
Published: 04/11/2025
Agbiz recently hosted its latest Media Information Day in the Western Cape, highlighting the fruit sector, food security, rules of engagement, and agricultural remedies. The event, held at Elsenburg Agricultural College on 23 October 2025, brought together over 90 delegates, including students, media representatives, and industry stakeholders, for a day of insight, discussion, and knowledge-sharing.
Agbiz
recently hosted its latest Media Information Day in the Western Cape,
highlighting the fruit sector, food security, rules of engagement, and
agricultural remedies. The event, held at Elsenburg Agricultural College on 23
October 2025, brought together over 90 delegates, including students, media
representatives, and industry stakeholders, for a day of insight, discussion,
and knowledge-sharing.
Since
2024, Agbiz has been organising these media information days in collaboration
with various agricultural commodities. The initiative aims to enhance public
and media understanding of the sector, its critical role in the economy, the
challenges it faces, and to provide context on narratives that influence its
reputation. Following the inaugural session in Paarl with SA Wine, the recent
event in Stellenbosch focused specifically on the fruit industry, continuing
Agbiz’s commitment to engaging stakeholders and fostering informed dialogue.
Dr Boitshoko Ntshabele, CEO of the Citrus Growers’ Association, was the keynote
speaker. He shared a little bit of his personal journey and also spoke about
the industry’s contribution to South Africa’s agricultural success and its role
in driving sectoral growth. Dr Ntshabele spoke, among other things, about the
importance of trust, respect, and safety in any forum where parties engage with
one another. He also highlighted market access, emphasising the importance of
opening up new markets while retaining access to existing ones through quality,
compliance, and sustainability. He referred to this as the GRO Strategy: Gain,
Retain, and Optimise.
- ·
Gain:
Expand into new markets through science-based market access protocols.
- ·
Retain:
Safeguard existing markets through compliance, sustainability, and quality
assurance.
- ·
Optimize:
Enhance existing protocols through continuous research and development.
Dr
Ntshabele said that the citrus industry is a driver of transformation,
inclusion, and growth. The citrus industry’s Vision 260 is a quest to export
260 million 15kg cartons by 2032, with the potential to create 100,000
additional jobs. This alignment provides a framework for collaboration between
industry and government, ensuring inclusive growth, transformation, and global
competitiveness. Behind every carton of citrus shipped are communities that
depend on this industry for livelihoods, education, and social stability.
He
also highlighted Citrus Research International (CRI), one of the world's
leading agricultural research institutions. CRI provides growers with
cutting-edge insights in plant pathology, entomology, and pre- and post-harvest
management, ensuring that South Africa remains a global leader in
evidence-based agriculture.
Dr
Ntshabele said that citrus growers are not merely exporters of fruit, but also
exporters of knowledge, sustainability, and shared prosperity. He emphasised
that the citrus industry, and the broader fruit sector, demonstrate what is
possible when science, people, and purpose come together.
Mecia
Peterson, CEO of the South African Table Grape Industry (SATI), spoke about the
linkages between fruit exports and local food security. She highlighted that we
live in a time of unequal abundance, with 14% of food produced lost before it
can be sold and another 17% wasted after sale, amounting to a total loss of
about 30% of food produced. Globally, roughly one in ten people face hunger
each day, while in sub-Saharan Africa the figure rises to about one in every
four. According to the latest Stats SA data (2025), food insecurity in South
Africa worsened by approximately 22% between 2022 and 2023, driven in part by
the impacts of COVID-19 and rapid food price inflation. While the country is
food secure at a national level, significant household-level food insecurity
persists. Additionally, although South Africa’s food prices are competitive
internationally, households spend a larger share of their income on food. This
is compounded by persistently high unemployment and low GDP growth averaging
less than 1% over the last decade.
Although
the fruit industry is predominantly export-focused, with only 10% of produce
sold as fresh fruit locally, it remains a major employer. In 2024, the industry
employed around 320,000 people, supporting approximately 1.28 million
dependants. Many producers invest in education for children on their farms and
within their communities, providing on-farm daycares, aftercare and learning
centres, supporting school maintenance projects, and offering bursaries for
tertiary education. The sector also actively combats food waste through various
initiatives.
Michael
Esmeraldo, Managing Director of Netafim (Southern & East Africa), addressed
water innovation and technology in sustainable fruit production. He noted that
South Africa is among the 30 driest countries globally and that agriculture is
heavily reliant on irrigation. Field crops, fruit, and vegetables account for
33% of the country’s total farm income and are directly dependent on
irrigation, while the livestock sector 43% of farm income, also relies on water
for feed and animal hydration. Mr Esmeraldo stressed the need for improved
infrastructure and more efficient water use, noting that water capacity
expansion has not kept pace with population growth or the increase in irrigated
hectares. He highlighted irrigation system efficiencies and available technologies,
cautioning that South Africa must adopt a proactive approach to water
conservation.
Wolfe
Braude, Agbiz Fruit Desk Manager, provided an overview of South Africa’s
diversified trade landscape. He noted that 36% of fruit exports go to the
European Union, 17% to Asia, 15% to the Middle East, 13% to the United Kingdom,
7% to the USA, and 5% to Africa. He compared agricultural produce exports to
other exports, showing that they are nearly twice the value of iron ore
exports, nearly three times that of chromium ore, 2.7 times that of South
Africa’s iron and steel exports, and 1.7 times that of machinery exports. Mr
Braude also discussed free trade agreements and South Africa’s ongoing efforts
to diversify export markets.
Petru
Du Plessis, a stone fruit producer, shared the challenges faced by producers,
including environmental, political, phytosanitary, and market risks. He
highlighted that fruit farming is a long-term commitment, often spanning 20
years, with initial income only realised after three years. He walked attendees
through the various phases of production and stressed that farmers and
entrepreneurs carry the risks throughout the entire value chain, while
maintaining food safety standards.
Panel
discussion on agricultural remedies
A
panel discussion on agricultural remedies, facilitated by Annelize Crosby,
Agbiz’s Legal Intelligence Manager, explored how agriculture delivers safe food
to consumers. Panellists included Dr Ilse Trautmann, retired Deputy
Director-General: Agricultural Research and Regulatory Services, Western Cape;
Paula Bester, Food Safety Specialist, Citrus Growers Association; Roleen La
Grange, Regulatory Manager, Croplife; and Kobus Hartman, expert in crop
protection and agrochemical use.
The
discussion covered a wide range of topics, including the regulation and
responsible use of agricultural remedies, the necessity of these products,
maximum residue limits, the unique challenges faced by smallholder farmers, and
the consequences of international chemical companies withdrawing from South
Africa. Key points included:
- ·
The
quality of produce sold locally is not inferior to exported fruit; in fact,
shorter cold chains often mean fresher produce.
- ·
South
Africa represents only 1.5% of the global crop protection market, making it a
low-profit area for international chemical companies.
- ·
Disinvestment
by global players could deprive the country of critical research outcomes,
leaving farmers dependent on outdated compounds and threatening international
trade.
- ·
South
Africa’s climate is unstable and unpredictable, with diverse soils, low
rainfall, endemic pests, and specific phytosanitary requirements, necessitating
tailored agricultural remedies.
- ·
Alternative
approaches, such as biological products, are often species-specific and may not
fully replace chemical remedies, highlighting the need for integrated pest
management (IPM) programs.
- ·
Recent
legislative updates (Act 36 of 1947, with amendments in 2023) have phased out
highly hazardous pesticides, prioritized low-risk remedies, aligned local
regulations with international standards, and enhanced consumer safety.
- ·
Overall,
the panel emphasized the importance of a well-designed IPM strategy that
integrates chemical, biological, and cultural practices to reduce chemical use
while maintaining effective pest control.
The
Agbiz Media Information Day highlighted the critical role of the fruit industry
in South Africa’s economy, food security, and sustainable development. From
trade diversification and water innovation to food safety and community
support, the presentations underscored the sector’s complexity and its
contributions to inclusive growth. The event reinforced the importance of
collaboration between industry, government, and research institutions to
address challenges, safeguard livelihoods, and ensure the continued global
competitiveness of South African agriculture.
By
Annelize Crosby, Agbiz, Legal Intelligence Manager