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Avocado Exports: The South African Story

Avocado Exports: The South African Story. Lusito D. Khumalo GM: Enterprise Development 18 November 2010 Agribusiness Export Awareness Workshop Cedara College Pietermaritzburg. Contents. Corporate structure Background Research and development Orchard practices Disease control

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Avocado Exports: The South African Story

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  1. Avocado Exports:The South African Story Lusito D. Khumalo GM: Enterprise Development 18 November 2010 Agribusiness Export Awareness Workshop Cedara College Pietermaritzburg

  2. Contents • Corporate structure • Background • Research and development • Orchard practices • Disease control • Picking, packing and cooling • Logistical efficiency • EU supply and price • Market development • EU market growth • Accreditation • Emerging farmer development • Conclusion

  3. HM Corporate Structure

  4. Westfalia Group

  5. Hans Merensky Holdings (Pty) Ltd Westfalia Limited Westfalia Fruit Estates (Pty) Ltd Westfalia Fruit Products (Pty) Ltd Westfalia Marketing (Pty) Ltd Westfalia Europe Cooperatief U.A. Westfalia Marketing UK Ltd Westfalia Fruit (UK) Ltd Greencell Limited Westfalia Marketing BV Tzaneen Fruit Packers (Pty) Ltd Bavaria Fruit Estate (Pty) Ltd Agricola Ayacucho S.A. Westfalia Marketing AG Comexa Services SARL Westfalia Functional Structure

  6. Background • The main cultivars exported from South Africa • Fuerte • Pinkerton • Hass • Ryan

  7. History • Until the late 1980’s quality of export fruit a major challenge • Cold damage • Grey pulp • Pulp spot • Post harvest decay (Antrachnose/stem end rot) • Fruit sensitivity a function of climatical conditions • - South Africa, Mexico, Australia (Queensland/NSW) and New Zealand similar

  8. Research &Development • A number of people contributed to develop a successful and competitive export avocado industry through dedicated research. • Amongst these were Joe Darvis, Jan Toerien, Stefan Köhne, Blackie Swarts, Jurg Bezuidenhout, Guy Whitney, John Bower, Jonty Cutting, Nigel Wolstenholme, Gawie Eksteen, Bertie Truter, etc. • Institutions : Westfalia, University of Natal and ARC

  9. Orchard practices • Nitrogen levels • Calcium translocation • Potassium / Nitrogen ratio • Cell wall integrity / browning enzymes • (Poliphenol oxidase)

  10. Disease Control Pre-harvest • Copperoxychloride • Timing of application • Efficiency of application Post-harvest • Omega (Prochloraz / Chronos) • Westfalia Biocoat ®

  11. Picking • Soft handling of fruit • Stem-end dip (Prochloraz / Westfalia Biocoat®) • Tendency towards smaller trees • Pruning / hedge rows • Objective : Limit lenticell damage / • bruising / stemend rot

  12. Packing • Quality evaluation at intake (picking injuries and other defects) • Fruit handling – important principles • - Intake • - Roller speed • - Type of brushes • - Limit falls and rolling of fruit • - Measurements – electronic apple (Visier) • Objective : Limit lenticell damage and bruising

  13. Cooling • Cold room design • Limit moisture loss • Carton design • - Ventilation • - Strength

  14. Logistical Efficiency • Controlled atmosphere (CA) - most common post harvest treatment for SA shipments • 1-MCP (Smartfresh™) technology is starting to play a more important role as an alternative • Advanced Fresh Air Management (AFAM plus) might also be a consideration for the future.

  15. Temperaturemanagement • Temperature regime • Fruit maturity / cultivar • Time / temperature interaction • Fruit age

  16. Market dynamics – impact on fruit quality • Undersupplied market – forgiving of quality • Oversupplied market – very competitive

  17. SA Exports • Consolidation within the industry • Grower driven export companies • Forward integration into markets

  18. Market development • Selling more in existing markets - Create bigger awareness for avocados as a health product - Availability of Ripe & Ready to eat avocados • Develop new markets - Israel efforts in East Block countries

  19. European market growth

  20. Market sophistication - Accreditations

  21. Estimated Farm Income per carton for Hass in EU export markets

  22. Foundation On-farm Pack house Logistics Marketing • Blackspot spraying (BOTT) • Commercial (JV) Value chain interventions needed by emerging avocado farmers Refurbishment Training Outsource to SMMEs Shareholding

  23. Methodology Feb - August 2009 Spraying began in Sept ‘09 to Jan’10 • Survey of 60 farmers • Selection of 15 farmers for pilot study • Conduct a value chain analysis of traditional supply chain • Selection of development approach: Sustainable Livelihoods

  24. BUSINESS MODEL LEGAL STRUCTURE WOOLWORTHS ENTERPRISE DEVELOPMENT FUND (EDF) 1. Tri-Party Agreement FARMERS WESTFALIA ESTATE (WFE) 3. Packing Agreement 2. Marketing Agreement WESTFALIA MARKETING (SA) WFM (SA) PACKHOUSE WESTFALIA MARKETING (SA) Accredited

  25. Project Logo

  26. Results FROM ORCHARD TO MAIN ROAD FROM MAIN ROAD TO COLLECTION POINT FROM COLLECTION POINT TO PACKHOUSE

  27. Conclusion • A combination of scientificresearch and the application of commercial principles • A determination by growers to pull together and weather the storms in unison • The unwavering support by government departments and associated agencies

  28. Thank-you

  29. Contact Details

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