INFORMAL MARKET
Hortgro has identified and developed a vital sector of the Stone-fruit supply chain in South Africa. Through promotion and education of informal traders in the South African market, a large marketing channel has been developed and grown to ensure peaches, nectarines and plums are available to all South-Africans.
- Market Promotions with Agents Township
- Peach & Nectarine promotions Tshwane & Johannesburg market
- Educational Promotions with Informal Traders
- Trader Communication

The formal local market campaign aims to boost awareness and consumption of stone fruits—plums, peaches, and nectarines. Its goals include announcing the season, generating excitement, attracting new buyers, educating on health benefits, increasing visibility in stores, promoting culinary uses, and ensuring optimal flavor enjoyment.
Targeting a wide South African audience, the primary focus is on men and women (LSM 7-10) with families doing the grocery shopping, while the secondary audience includes young couples, students, and young families.
Key campaign elements include trade support, an Expresso feature, chef endorsements, a PR drive, and strong social media engagement.