On the Market Floor

The World Citrus Organisation (WCO) was recently launched at an international trade show for the fruit and vegetable sector held in Spain. The Citrus Growers’ Association of Southern Africa was a key driver in the formation of the WCO.

The birth of the organisation is a significant event, as citrus is the world’s largest fruit crop. The WCO is intended to promote dialogue and joint action among its members, as well as take on the challenges of a rapidly changing global trade enviroment.

AMONGST THE LEADERS

I find South Africa’s involvement in the new WCO encouraging, especially considering that the country has been at the forefront of similar organisations for avocado and other fruit. It confirms our role as one of the world’s top fruit-exporting countries and a leader within world marketing structures.

An added benefit is that the discipline and improved standards which often result from these international initiatives also rub off on the local scene.

A good example of this is the avocado industry, which is constantly adapting, changing and upgrading as consumer requirements filter through to our local and overseas markets. South Africa’s avocado industry operates within a highly competitive marketing environment and has demonstrated its leadership locally and abroad.

The formation of the WCO also highlights the sophistication of the ever-changing fruit marketing world. It confirms that with the highly competitive nature of fruit marketing, ‘going it alone’ is no longer an option for a serious player.

BENEFITS FOR CONSUMERS

The average consumer may not be aware of these heady developments in the fruit world, but they will eagerly purchase the offerings on the retail shelves.

They also don’t appreciate that local sector organisations often work closely with markets and market agents to promote their products.

All this goes to show that South Africa is not only number one in world rugby, but a winner in world fruit marketing.

• Michael Cordes is an agricultural journalist, consultant, trainer and former farmer. Email him at farmersweekly@caxton.co.za. Subject line: Market floor.