Konanani LiphadziCEO: Fruit SA

The South African Fruit Industry & the National Development Plan

Content

• FSA Structure & Strategic Intent• Fruit Industry Overview• Fruit Industry Contribution towards the

NDP priorities• Key Challenges and Opportunities• Conclusion

FSA structure & strategic intent

Fruit South Africa Structure

• FSA was established in the early 2000’s as an umbrella organisation for the different fruit sectors.

• Initially FSA operated without any staffing and as an informal body.• In 2013 Fruit South Africa was formalised as a not for profit company.

Strategic Intent & Objectives

Strategic intent• To enable the SA fruit industry to be competitive, equitable and

sustainable

Objectives• Establish FSA as the collective platform for the fruit industry of SA• Engage constructively with government and other public institutions

on policy, legislation and other fruit industry matter• Engage constructively with other strategic stakeholders• Promote and coordinate broad based BEE, transformation and skills

development (training) • Gather and disseminate key industry related information• Communicate industry information to broader public and industry

stakeholders

Key Priories

• Market access and Trade enabling• Government policy and legislation• Infrastructure• Information• Technology• Agricultural education and training• Biosecurity• Institutional arrangement• Brand Fruit SA

Fruit Industry Overview

SA Fruit Industry Statistics

• 4.4 million tons of fruit is produced annually

Citrus Sub-tropical and nuts

Pome Stone Table grapes0%

5%

10%

15%

20%

25%

30%

35%

40%

35%

23%

26%

11%9%

SA Fruit Production Foot Print

Average Market Segmentation of Fruit Produced

• Market segmentation of fruit produced

Export markets

Local markets Processing Drying0%

10%

20%

30%

40%

50%

60%

70%

60%

13%

26%

1%

Market segmentation of fruit produced

• Annually, 600 000 tons of fruit is supplied to the local market, traded at wholesalers, formal municipal and metropolitan markets• 1.2 million tons is supplied to processing plants for production of fruit concentrate, fruit juices and Canned fruit • 51 000 tons is processed into dried fruits for both local and export markets

SA Fruit Industry Statistics

• More than 50% of all agricultural exports from South Africa is fresh fruit• 2.7 million tons of fruit (out of 4.4 million tons produced) is exported to more than 87 countries in the world annually• Major export destinations: EU, UK, Far East, Russia, Middle East, USA/Canada

South African fruit export markets (volume in 2013)

4%

3%

UK 15%

Russia 9%

16%19%

EU 34%

Fruit Industry Contribution towards the NDP priorities

National Development Plan (NDP)

• The NDP sets out ambitious goals for poverty reduction, economic growth, economic transformation and job creation by 2030

• Vision 2030: is for rural communities which are spatially, socially and economically well integrated – where there is economic growth, food security and jobs as a result of agrarian reform

• The private sector has a major role to play in achieving these objectives

NDP: Agriculture Sector Objectives

• Agriculture Milestones: by 2030, – agriculture is expected to create

1 million new jobs– the country to realise food surplus, with

one-third produced by small-scale farmers or households–ensure household and nutrition security

NDP - Picking The Winners

Ref. BFAP

Fruit Industry Contribution: GDP

• The fruit industry contributes significantly to the RSA economy with an annual turnover of R24,4 billion composed of:– Exports - R19, 8 billion.– National (Local) sales of fresh produce – R2,6 billion– Fruit supplied for processing – R1,8 billion– Fruit supplied for drying – R0,3 billion

• Given that Agriculture contributes 2,5% to the country’s GDP (±R98 billion), therefore, the fruit industry is a major contributor to agriculture’s contribution to the economy

Job creation and Employment

• 165 000 people directly employed at an annual cost of R5,3 billion • This represents 10% contribution toward the overall employment in the agric sector • 8 000 people directly providing services to the fruit industry at an annual cost of R1,6 billion• 109 000 people employed in downstream

service positions at R1,8 billion per annum• The fruits sector ranks highly in terms of

labour intensiveness and growth potential • (NDP)

Transformation Initiatives

Initiative Annual Budget(2014/15)

Number of beneficiaries(2014/15)

Estimated targets for the next 5 years (2015-2020)

Budget Beneficiaries

Development and support of black owned enterprises

8 637 500 5 293 48 475 000 15 910

Equity schemes 3 392 500 4 023 5 000 000 4 224Skills development and Training 7 203 490 2 119 34 617 450 8 314

Mentorship programs 650 000 2 308 6 350 000 6 018Bursary 2 941 113 137 17 905 565 715Social responsibility programs 775 000 2 310 3 385 000 3 493

Total 23 599 603 16 190 115 733 015 38 674

Transformation Capacity

Association Transformation Champion

Contact Details

Mr Lukhanyo Nkombisa

Tel. 012 341 1115Email: lukhanyo@cga.co.za

Mr Phil Bowes Tel. 021 863 0366Email: phil@satgi.co.za

Mr Kevin Maart Tel. 021 870 2933Email: kevin@hortgro.co.za

Ms Nomvuyo Matlala

Tel. 015 307 3676Email: nomvuyo@subtrop.co.za

Key Challenges & Opportunities

Key Issues facing the Fruit Industry

• Raising production costs (labour, electricity, fuel, agro-inputs, etc.)

• Uneven international trade environment (tariffs, SPS, non-tariff barriers)

• Inadequate infrastructure (road, rail, ports, etc.)

• Policy uncertainties (land reform, NDP, etc.)• Transformation (snail pace, impatience, etc.)• Evolving production environment

Key Issues facing the Fruit Industry

• Capacity within government to implement the various regulations and effectively monitor throughout the value chain (right people, right skills, right placing, adequate numbers, etc.). – Ability to provide the support and regulatory services which are

necessary for the fruit to be export market ready.

• Very high initial capital investment required – depending on the fruit type, an average estimated cost for

establishment of an orchard is R250 000 per ha with annual maintenance cost of R40 000.

– bearing in mind that most fruit trees will bear fruits after 5 to 7 years, cash-flow becomes an important success factor.

– This may be a great barrier to entry, especially for small-holder farmers

From harvest to home: product chain

Key Issues facing the Fruit Industry

• Capacity within government to implement the various regulations and effectively monitor throughout the value chain (right people, right skills, right placing, adequate numbers, etc.). – Ability to provide the support and regulatory services which are

necessary for the fruit to be export market ready.

• Very high initial capital investment required – depending on the fruit type, an average estimated cost for

establishment of an orchard is R250 000 per ha with annual maintenance cost of R40 000.

– bearing in mind that most fruit trees will bear fruits after 5 to 7 years, cash-flow becomes an important success factor.

– This may be a great barrier to entry, especially for small-holder farmers

Opportunities

NDP Imperative: 1 million jobs created in Agriculture by 2030

Growth Opportunities

CommoditySurface area 2010/2011(ha)

Additional surface area (expansion potential) (ha)

Additional jobs on farm

(Up) Downstream jobs

Citrus 60 000 15 000 15 000 9 900Grapes 23 526 4 705 7 622 5 031Deciduous 47 569 4 998 6 475 4 274Subtropical 36 706 15 302 29 554 19 017Total 167 801 40 005 58 651 38 222

Increased Production & Market Access

• Domestic market is growing with the growth of the middle and upper class

• New markets in the Far East, Asia, Russia and Africa

• Potential for increased fruit production as land reform projects become fully productive

Conclusion

• The labour intensiveness and growth potential of the fruit industry presents an opportunity for job creation, poverty alleviation and overall contribution towards rural economic development

• This can only be fully realised through Private-Public-Partnership

Thank you

Fruit SA Contact details

FSA Board of Directors:Mr D Donkin Mr A Kruger Mr A Rabe (Chairman) Mr W BestbierMr J Chadwick

Office details:Dr Konanani Liphadzi: CEO

Tel: 012 433 6422Email: ceo@fruitsa.co.za

Website: www.fruitsa.co.za