South African Apples and Pears Take Centre Stage Abroad

By Wilechia van der Westhuizen

If you’ve ever wondered what happens to your fruit after it leaves the pack store, here’s a snapshot: right now, South African apples and pears are starring in marketing campaigns across China, Thailand, India, and the Middle East & Africa, putting our pome fruit in front of new consumers and reinforcing our reputation in markets we’ve spent years building.

China is where on-the-ground activity has been most visible, with two standout events held in partnership with local importers and retailers.

At its Gongchenqiao store in Hangzhou, Xianfeng Fruit transformed its space into a full South African apple-and-pear experience. Think photo walls, themed backdrops, fruit-shaped toys, and staff on hand to talk shoppers through the characteristics and nutritional benefits of our apples and pears. Customers could taste the fruit on the spot and enter a lucky draw, while family games like “Toss and Catch” and “Fishing for Apples & Pears” kept the energy up. Local social media influencers and store members joined in too, turning the event into shareable content well beyond the store itself.

This wasn’t just a sales promotion, it was an experience built around our fruit’s freshness and flavour — and by the sounds of it, the kids in particular couldn’t get enough of that crisp, refreshingly sweet bite that South African apples are known for.

On 15 May, Shanghai Sheng Guo Trading Co., Ltd. hosted a playful apple-and-pear carnival at APIO Supermarket, once again centred on parent-and-child activities and fresh fruit tastings. The event drew a strong crowd and gave consumers another hands-on encounter with South African pome fruit.

What made this event particularly significant was who showed up to speak. Ms Phuti J. Tsipa, South Africa’s Consul General in Shanghai, addressed the crowd and put the relationship in context: China is South Africa’s largest trading partner on the African continent, and has held the position of South Africa’s largest global trading partner for 16 consecutive years. She also highlighted the importance of consistency behind these campaigns. Hortgro Pome and Sheng Guo collaborate every year on retail activities, with unified planning ensuring the same look, messaging, and tasting time slots across events. That consistency is what builds a recognisable, trusted brand in the minds of Chinese consumers over time, rather than a one-off promotion that fades from memory.

Campaigns are also currently running in Thailand, India, and the Middle East & Africa region, extending the same principle of getting South African apples and pears directly into consumers’ hands in key export markets. We’ll bring you more details on how those activities unfold as they roll out.

It’s easy to lose sight of what happens once fruit is loaded onto a vessel. Campaigns like these are the reason South African apples and pears continue to find shelf space in highly competitive markets. Consistent branding, in-store tastings, and partnerships with well-known local retailers all build the kind of consumer loyalty that translates into repeat demand season after season — which ultimately supports the prices and volumes our industry depends on.

Keep an eye out for more updates as Thailand, India, and the Middle East & Africa campaigns develop.