South African Agriculture Weekly Update – Week 7 of 2025
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South Africa’s agriculture sector has seen major developments over the past week, with both opportunities and challenges shaping the industry. Local fresh produce exporters secured over 200 new trade leads at Berlin FRUIT LOGISTICA Berlin, while Limpopo farmers continue to battle deteriorating infrastructure. Meanwhile, concerns are rising over the impact of a U.S. executive order on South African fruit exports, and the government is being urged to speed up land ownership reforms for small-scale farmers.
South African Exporters Strengthen Global Reach at Fruit Logistica
South African fresh produce exporters had a strong presence at Fruit Logistica Berlin, one of the world’s largest fresh produce trade shows, held from February 5–7, 2025. The event resulted in more than 200 trade deals, highlighting South Africa’s growing role in global fresh produce supply chains.
The South African National Pavilion, organized by the Department of Trade, Industry and Competition (DTIC), provided a crucial platform for local exporters to connect with international buyers. Industry leaders stressed the importance of face-to-face engagement in securing new markets, particularly for citrus exports. Some exhibitors reported generating up to 50 new leads, a significant boost as the export season approaches.
The strong performance at the event demonstrates South Africa’s competitiveness in the global fresh produce industry and reinforces the importance of international trade shows in expanding market access.
Hortgro Expands South African Plum Promotion in the U.S.
As South African plums enter peak season, HORTGRO has intensified its promotional efforts in the United States through its "Plum Possibilities" campaign. This initiative, now in its second year, is aimed at increasing awareness and demand for South African plums in major U.S. retail chains, including Costco Wholesale , Sam's Club , and Wegmans Food Markets .
Running until March 18, 2025, the campaign includes an online sweepstakes where U.S. consumers can win $500 gift cards. According to Hortgro Trade Development Manager Wilechia Van Der Westhuizen , increasing consumer education about the superior quality of South African plums is key to expanding the country's footprint in the U.S. market. The campaign focuses heavily on digital marketing and in-store promotions to encourage trial and repeat purchases.
With the U.S. being a critical export destination for South African stone fruit, this campaign is expected to strengthen the country’s positioning in international markets.
U.S. Executive Order Raises Concerns for South African Fruit Exports
The South African citrus industry is on high alert following a recent U.S. executive order that may impact fruit exports. The order, signed by President Donald Trump, restricts certain trade relationships with South Africa, raising concerns about the country’s duty-free access under the African Growth and Opportunities Act (AGOA).
Under AGOA, South Africa exports approximately 110,415 tonnes of citrus to the U.S. each year. Industry leaders warn that if access is revoked, it could have serious economic implications for local farmers and exporters. Citrus growers are now urging the government to engage in diplomatic discussions with U.S. trade representatives to prevent potential disruptions.
With the citrus season approaching, the industry is closely monitoring developments and preparing contingency plans should tariffs or new restrictions be imposed.
Limpopo Farmers Struggle with Deteriorating Infrastructure
Farmers in Limpopo continue to face serious transportation challenges due to poor road conditions. Despite repeated assurances from authorities, critical road networks remain in disrepair, making it increasingly difficult for farmers to transport their produce to local and international markets.
Deidre Carter, CEO of Agri Limpopo, has called for urgent government intervention, warning that if the situation is not addressed, it could have severe consequences for the province’s agricultural economy. The deteriorating roads have led to rising transport costs, delays in deliveries, and increased risks of spoilage, particularly for perishable goods like fruit and vegetables.
Farmers in the region argue that infrastructure neglect threatens their long-term sustainability, particularly as competition in the global export market continues to intensify. With no immediate resolution in sight, the industry remains frustrated at the slow response from authorities.
Minister Steenhuisen Pushes for Title Deeds for Small Farmers
South Africa’s Minister of Agriculture, John Steenhuisen MP , is calling for urgent land ownership reforms to empower small-scale farmers. He argues that granting title deeds to these farmers is a critical step in improving economic stability and driving long-term growth in the agricultural sector.
Many small farmers currently operate on state-owned land, which restricts their ability to secure loans and expand their businesses. Without formal land ownership, they remain vulnerable to policy changes and lack the financial security needed to invest in modernizing their operations.
The call for reform comes as part of the government’s broader efforts to address economic inequalities in agriculture. However, concerns remain about the speed of implementation, with stakeholders urging the government to move beyond policy discussions and take concrete action.
Final Thoughts
The past week has highlighted both opportunities and challenges for South African agriculture. While trade successes at Fruit Logistica and Hortgro’s U.S. campaign signal growth, issues like deteriorating infrastructure and trade uncertainty with the U.S. raise concerns about long-term sustainability. Meanwhile, the push for land reform is gaining momentum, but questions remain about whether the government will act swiftly enough to make a real impact.
With so much at stake, industry stakeholders will be watching closely as these developments unfold in the coming weeks.
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