The table grape season has officially begun in China and with that, the South African Table Grape Industry (SATI) has launched a market development campaign in China
This
is the first of its kind and a new opportunity for South African
horticulturalists to showcase their premium grape varieties.
SATI and Goodfarmer, a Shanghai-based fresh
produce importer, hosted a booth at the Jiangnonghui Fruit Wholesale market in
April where they drew attention to the many fine grape exports of the Western
Cape.
This year marks the first that Chinese consumers
will experience “China Specification” grapes. The newly minted
grading was created for the discerning Chinese market.
South
African varieties like Sweet Globe, Crimson Seedless, and Sweet Sapphire,
featured prominently.
Market-goers were treated to a viewing of the
“Lion Awakening Ceremony” to commemorate the start of the table grape
season and the new alliance. An important animal in both Chinese and South
African culture, the lion’s image was used as a logo for the partnership.
General manager at Shanghai Goodfarmer Apple,
Eric Zheng, complimented South Africa on its natural beauty and grape-growing
climate, noting that this year’s grapes were among the best in the world.
Willem Bestbier, SATI CEO, said the campaign was
an opportunity for South African exporters and growers as well as Chinese consumers
and importers to come together.
Zheng said he welcomed more chances to work with
SATI and expose a wider Chinese audience to South African table grape varieties.
Historically Europe has been the major export
destination for South African grapes but China’s recent appetite for Sweet
Globes and Sweet Joys means that the Western Cape’s near 40 000 table grape
farmers can pad their wallets in a time where most industries are grappling
with the prospect of collapse.
In February 2021, Western Cape Minister of
Agriculture, Ivan Meyer, said SATI’s alliance with China may boost agricultural
exports in the region of 5% in the next half-decade. The resulting growth would
create an estimated 19 000 jobs in that period.
Meyer said the table grape farming sub-sectors
bounce back would be pivotal to the province’s recovery as a whole.