maximum value to grower shareholders, minimising waste

This, according to Tru-Cape Fruit Marketing who says its model of owning as
much of the value chain as possible has to lead to the kinds of efficiencies
that not only return maximum value to grower shareholders but also minimise
waste in every way.

“Fruit that does not meet the grade for export, is sold to the local market.
Where the specifications fall short of local supermarkets, it is sold on the
municipal market. Beyond that, fruit that is either too small or cosmetically
blemished goes to the juice plant. The pomace by-product of juicing and other
fruit that for whichever reason doesn’t meet any of the above specification
gets used in the first-of-its-kind bio-digester in Grabouw and turned into
electrical power. Windfalls are incorporated into the mulch which also helps to
reduce moisture loss from the earth,” Tru-Cape’s Marketing Director Conrad Fick

According to Managing Director Roelf Pienaar, Tru-Cape’s vertical efficiencies
in owning the value chain mean that growers earn more for their crops which
allow them to invest in further plantings maintaining food security for the
future. “Our growers own the packing facility, the logistics company which
manages transport, direct market-access businesses which allow us to reach
markets in over 104 countries, our own marketing company which builds the
Tru-Cape brand and achieves the best value for our growers’ fruit along with
the packaging company and the juice company. All operate on a not-for-profit
basis returning the maximum to the grower-owners,” he says.

need for research and data philanthropy

One of the positive points that did emerge from the WWF February workshop was
the greater need for research and data philanthropy. “We have a number of
academic outreach programmes and our own MD is a part-time finance lecturer at
the University of Stellenbosch but we also champion development in the industry
like few others do with someone like New Varietal Expert Buks Nel on our team,”
says Fick.

to SDG 12

Tru-Cape says it is committed to Sustainable Development Goal 12 which seeks to
“ensure sustainable consumption and production patterns.” The third target
under this goal calls for cutting in half per capita global food waste at the
retail and consumer level, and reducing food losses along production and supply
chains (including post-harvest losses) by 2030.