Viviers, WilmaKühn, Marié-LuceSteenkamp, ErmieBerkman, Brian2020-09-152020-09-152014Viviers, 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]1096-75081559-2448 (Online)http://hdl.handle.net/10394/35761https://ageconsearch.umn.edu/record/179599/https://www.ifama.org/Volume-17-Issue-BTru-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.enExportsDiversificationInternationalizationMarketsArticle