China has granted South Africa access to its cherry market for the first time. The Minister of Agriculture, Willie Aucamp has signed a protocol opening market access for local cherry producers.
China is the world’s biggest cherry importer, bringing in nearly 587 000 tons worth about R53 billion last year.The deal is expected to drive investment and create around 600 jobs.
Aucamp explained that the negotiations are open to China’s market to South African blueberries.
“I am very proud to announce that I’ve just now signed the export protocol on cherries, exports from South Africa to China. I’ve co-signed this agreement with my Chinese counterpart. We also discussed various other points of collaboration between South Africa and China,” said Aucamp.
“This agreement will be the first time (we) put South African cherries on the Chinese market. This is a huge opportunity for our farmers, and I look forward to further cooperation between South Africa and China in this regard, as well as on many other aspects of agricultural growth. The working relationship that we’ve got with each other is one built on trust and mutual beneficiation. And in the words of my counterpart, this is the golden era for trade between South Africa and China,” he said.
Navigating the size preference
Entering the Chinese market is not without its hurdles. Local exporters will need to adapt to strict consumer preferences, particularly around fruit sizing.
Chinese consumers display a strong preference for larger cherries, with fruit measuring 28mm and above commanding significant interest, notes Johan Brink, sales director at Tru-Cape. However, the company believes size is only part of the equation, pointing to South Africa’s superior eating quality as a distinct competitive edge.
“While size is undoubtedly important in China, we believe South African eating quality can count strongly in our favour,” explained Lawrence Killian, Tru-Cape’s marketing manager for the Far East.
“South African fresh produce is already associated with quality among Chinese buyers. That gives us a platform from which to introduce our cherries to the market.”
