Hortgro Reputation Survey 2025

Hortgro is the South African organisation representing the deciduous fruit industry. As such, our growers and packhouses are our most important stakeholders. As a representative body in agriculture, Hortgro’s stakeholder group is diverse and dynamic. Hortgro needs to ensure that its actions align with the expectations and needs of its stakeholders.

Why does reputation matter?

In communication, a “brand” is what you say about yourself, and “reputation” is what others say about you… Your brand is built through consistent behaviour aligned with your values, while your reputation is the enduring perception of that behaviour over time.

That is why measuring your reputation is critical for the health of any organisation.

What did we do?

The independent company Reputation Matters designed the survey and analysed the data. A survey link was sent to all the Hortgro stakeholder groups for two and a half months.

Our Goals

• To establish a baseline reputation score, determine the baseline reputation score among the essential stakeholders, including employees, satisfied customers, and stakeholders who work with, monitor, and inform the organisation.
• Perceptions: Determine stakeholders’ overall perception of the Hortgro brand.
• Communication preferences
• Demographic: Relationship, age and gender.
• Communication preferences: Frequency and preferred method
• Doing well and should continue doing
• Not doing well and should improve on
• Specific topics and areas respondents would like to learn more

 Find the summary here: Summary Report_HORTGRO REPUTATION SURVEY 2025