Sunrise Fruiterers – 58 years and counting
SUNRISE Fruiterers on Felix Dlamini (Brickfield) Road in Overport has been in business since 1964. The fruit and vegetable shop was started by the late Reggie Birjanund and over the years it has served generations of shoppers.
Before opening a formal business, Birjanund was a fruit and vegetable hawker. He sold fresh produce from his van in areas such as Asherville, Springtown, Morningside and Sparks Estate. He and his wife Shanti also sold goods on the roadside, on Brickfield Road.
“However, with all his success, my dad did not have a shop of his own until the early 1970s. Mr Habib, the owner of Habib Supermarket, approached my father with a business proposition he could not refuse,” said Krish Birjanund, the youngest son of the family.
“Mr Habib saw my parents with us children, selling fruit on the roadside. He suggested my dad take part of his business premises. And for R75 a month, my dad did exactly that, on 448 Brickfield Road. Together, Sunrise Fruiterers and Habib’s Supermarket grew from strength to strength.
“From that day on, my dad strived to have the highest possible standard of fresh produce delivered, with outstanding service at comparative prices. We used to get our fresh produce from the Springfield Farm near what is now Makro.
“We used local farmers from the area, such as GK Kisten. They delivered the product to our shop and bulk goods would come from the Early Morning Market in Warwick Street.”
Brijanund and his family, comprising six sons and a daughter, worked from early morning to late at night.
“We definitely got noticed for our hard work and dedication. From 1985 to 1990, we won the highest standard of quality goods awards from the Unifruco board. We used to display our fresh fruit, and the Unifruco Fruit Produce Board (banana, citrus) graded our fruit by quality and price.”
After winning the final competition in 1990, the annual competition ended, but the family’s success continued to grow.
“Sadly, my dad passed away in 1991. I took over the original shop and kept the store the same – as if he were still here. We ran the shop with the same system by using the same farmers,” said Krish Birjanund. “I also maintained the same level of hard work to ensure low prices for customers.”
In 1993, Krish decided to import fruit and vegetables from India.
“I got permits to import mangos. After that, every fortnight during the fruit season, we imported different fruit and vegetables like mangoes, pomegranates, drumstick herbs and Bhindi from India. This was amazing. It was the first time that goods were imported from India during apartheid. It was a miracle.
“My parents worked hard for their family and with honesty, love and dedication. This is why we put the highest amount of dedication and love into the shop. My mum and dad have left behind a great legacy for us to keep alive for the next generation.
“I still run the store the same way. “I believe the system of treating your customers well will always help your business survive. We still keep the sentiment of treating customers as family to this day.
“Even though times are changing, we maintain low prices, but with the best quality products. I'm proud to say we still have some of the lowest prices in the produce business.
“In 2006, we diversified and created a Sunrise Universal Prayer Goods store. My wife, Anupama, runs the shop with the utmost knowledge of prayer goods. It is a one-stop shop to get all your prayer needs. We are so well loved that priests send customers to us because they trust us to always give what's needed.”
He said that soon after the shop opened, his mum died, in 2007.
“Mum and dad's legacies still live on. We get people coming in and telling us stories of when my dad was running the shop.
“They speak of his kindness and generosity – always giving free fruit and sweets to kids.”
Krish said they were moving with the times when it came to advertising.
“We are on social media, but we also believe that old is gold. Hard work still pays off. Waking up early to get that fresh produce, it’s a system that can never fail and that’s why this practice is still upheld by all our family members.
“When it comes to having a business in South Africa, the present situation is scary.
“We have load shedding, water cuts plus the price of goods are going up because of the cost of labour.
“The price of chemicals for fruit and vegetables, fertiliser seeds, packing materials and transport are among the most expensive things that can set back a fresh produce business. It is becoming increasingly difficult to make a living in South Africa.”
Krish said to move forward in South Africa, one had to take care of the main role players of society, such as food providers, health-care officials, education, law enforcement and maintenance.
If you want to start a business, he advised: “Love what you are doing and drive your passion to the max. The foundation of a good business is to show your customers love and care. Don’t treat them as strangers, but rather as family.
“Those are the moments that others cherish. We have three generations of families coming to our store and I think that’s beautiful.
“Also, remember you have to taste the chilli then only would you know how hot it is.
“Have the experience instead of starting a business without practical knowledge of how it works. And that is why our experience and heritage within the fruit and vegetable trade is second to none.”