Tru-Cape Fruit Marketing is marking a quarter-century of partnership, innovation, and growth that has helped position South Africa’s apple and pear industry as a globally competitive force.

Formed in 2001, Tru-Cape emerged in response to industry deregulation and fragmentation. “In global fruit markets, scale is essential. Tru-Cape brought that together. We grew from about ten million cartons in our first year to more than 18 million today, and we are moving toward 20 million by 2028,” said Pieter Graaff, Chairman of Tru-Cape.

Tru-Cape, owned by Two-a-Day and Ceres Fruit Growers, now exports to approximately 108 countries and employs around 90 people directly, while supporting thousands of jobs across its producer base and value chain.

Tru-Cape is currently marketing around 18 million cartons of apples and pears Photo: Tru-Cape

Roelf Pienaar, managing director of Tru-Cape, has evolved from a marketing organisation into a fully integrated value-chain partner. “Today, we actively align orchard production with global consumer demand. It’s no longer just about selling fruit – it's about managing varieties, optimising returns, and building resilient markets.

Brand strength now ensures year-round presence in key markets, which creates stability even in volatile conditions,” said Pienaar. 

Tru-Cape has significantly diversified its footprint, with strong growth in Asia, Africa, and the Middle East.  Deeper retail relationships formed in Europe and the United Kingdom.

Across the industry, Tru-Cape has driven innovation in cultivars, rootstocks, packhouse automation, cold chain systems, and data-driven decision-making using AI and machine learning. These advances have improved efficiency, reduced losses, and strengthened alignment between production and global demand.

Over 25 years, Tru-Cape’s greatest contribution has probably been the stability it provided in a post-deregulation environment, while investing consistently in infrastructure, people, and market development.

Roelf Pienaar, managing director, said Tru-Cape’s brand helps to create stability, even in volatile times. Photo: Tru-Cape

Graaff concluded that “Tru-Cape’s strength is not only in its growth, but in its people and market development.

With exports to 108 countries and a growing presence in emerging markets, Tru-Cape enters its next chapter with strong momentum. “What excites me the most is the prospect of exponential growth, as our packing capacity at both Ceres Fruit Growers and Two-a-Day is expanding.

“We have built a company that has proven it can adapt to whatever challenges the global environment presents. That resilience is what will carry Tru-Cape into the future,” said Pienaar. 

OFM Agri/Isabel van Tonder dg

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