Tru-cape fruit marketing, South Africa: managing the export market diversification challenge

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.