Topsun Fresh, Tru-Cape Fruit Marketing’s long-standing Chinese importer, has invested its own money in installing two prominent billboards promoting the Tru-Cape and Flash Gala brands at two of China’s leading wholesale fruit markets.

“As far as I know, South African citrus companies have displayed billboards in these markets before, but Tru-Cape is the first South African apple and pear company to be promoted in this way,” said Neil Wan, general manager of Topsun Fresh.

“China produces more apples and pears than any other country in the world, so consumers are not short of fruit; customers are prepared to pay more for fruit that consistently delivers on quality.”

A Tru-Cape and Flash Gala billboard highlights the growing presence of local produce in China. Photo: Tru-Cape

Tru-Cape’s team regularly visits China with technical, marketing and commercial specialists to better understand market trends and meet the specific quality and packaging requirements of Chinese buyers. 

Wan said Tru-Cape’s level of engagement is unique. “They don’t simply ask about prices; they work with us to understand market trends and customer needs.”

‘Consumers have more fruit options’

Chinese consumer preferences have evolved significantly over the past decade. “Imported apples were once bought mainly as gifts, or because they represented a healthy lifestyle; today they are increasingly consumed as convenient everyday snacks, while consumers have more fruit options, including berries, grapes and stone fruit.”

For Topsun Fresh, the billboard campaign reflects confidence in both the Tru-Cape partnership and the long-term potential of South African apples in China.

South African apples have steadily gained acceptance as sweet-tasting and quality fruits. Photo: Tru-Cape

Tru-Cape’s marketing director Conrad Fick welcomed Topsun Fresh’s initiative, because it demonstrates the confidence Chinese partners have in the company’s brands.

South African apples have steadily gained acceptance since market access was secured more than a decade ago, added Fick. “When South Africa first entered China, there was scepticism because our apples were generally smaller than those from traditional suppliers.

“Today, consumers appreciate the sweet taste, eating quality and convenience of South African apples.” 

OFM Agri/Isabel van Tonder 

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