Tru-Cape marketing, South Africa: managing the export market diversification challenge
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Wageningen Academic Publishers
Abstract
Tru-Cape Fruit Marketing (Tru-Cape), South Africa’s leading apple and pear distributor, has an impressive
track record since its inception in 2001, growing its turnover from $50 million USD in its first year to $135
million today. While it focuses on both domestic and international markets, Tru-Cape knew from the onset
that the real growth potential lay in exports. Tru-Cape was formed through a merger of two companies already
exporting to 20 countries. By 2013, exports had risen to 67 countries, demonstrating the company’s on-going
commitment to market diversification. It also reflects the tenacity of management to tackle the many challenges
along the way. Tru-Cape has devised a set of strategies to enable it to hold its own, but a fast-changing
global environment is forcing management to take a fresh look at the company’s internationalization agenda.
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Citation
Viviers, W., Kühn M., Steenkamp, E. & Berkman, Brian. 2014. International food and agribusiness management review, 17(Special issue B):193-197. [https://doi.org/10.22004/ag.econ.179599]