The market development campaigns for stone fruit and pome fruit are designed to drive sustainable demand, increase awareness, and grow consumption of South African produce, while supporting long-term industry growth across key domestic and international markets.
Internationally, the campaigns aim to position South Africa as the preferred Southern Hemisphere supplier, while in the local South African market the focus is on driving category consumption and increasing in-store visibility of stone fruit.
A multi-channel marketing strategy is implemented to ensure effective engagement across multiple platforms and touchpoints, both online and offline. This integrated approach delivers consistent messaging while connecting with consumers and trade partners where they are most active.
The local market development campaigns aim to increase awareness and consumption of South African stone fruit—specifically plums, nectarines, and peaches—across both formal and informal markets.
Formal Market
In the formal retail environment, the key objectives are to:
- Announce the upcoming stone fruit season and build consumer anticipation
- Attract new consumers to the category
- Educate consumers on the health benefits of plums, peaches, and nectarines
- Increase the visibility of stone fruit in retail stores
Informal Market
The informal market campaign focuses on fresh produce markets, township-based education initiatives, and trader promotions. A core component of this campaign is trader education, which empowers informal traders with knowledge and support to sustain and grow their businesses.
Fresh produce trading in the informal sector presents numerous challenges. Continuous skills development and improved trading knowledge are essential to ensure profitable and sustainable stone fruit trade within this sector.
Informal Market Objectives for 2025/26
- Grow and expand the trade of peaches, nectarines, and plums within the informal sector
- Educate informal traders on these fruit categories to improve marketing and sales capabilities
- Emphasise the importance of fresh fruit consumption for improved health and the prevention of nutritional diseases
- Engage directly with informal traders to collect up-to-date information on trading practices, produce flows, and challenges within the informal market
Find more information about stone fruit promotions Juicy Delicious.
The “Beautiful Country, Beautiful Fruit” and “Taste SA” campaigns promote South African apples, pears and stone fruit across the UK, Germany, and other international markets.
These campaigns highlight the freshness, quality, and diversity of South African fruit, while showcasing the country’s strong ethical and environmental credentials. The primary objectives are to raise awareness of seasonality, reinforce the premium quality of South African pome and stone fruit, and position South Africa as the most sustainable Southern Hemisphere source—offering exceptional taste due to optimal growing conditions and superior varieties.
Campaign activities include in-store tastings, digital and social media promotions, advertising, and targeted trade engagements.
In addition, the campaign footprint has expanded into the Middle East, Far East, and Indian markets.