Photo: Jeanne van der Merwe
This was according to Minister of Agriculture John Steenhuisen, who opened the International Blueberry Organization (IBO) Summit in Cape Town on Thursday.
He said the black frost event caused estimated losses of 2 000t to 3 000t of blueberries, yet the country’s exports still surpassed 22 500t, with volumes forecast to exceed 46 000t by 2033.
“South Africa has earned a reputation for exporting fruit of outstanding quality and flavour. Our citrus, grapes, apples, and pears are recognised in markets around the world.
“Blueberries are no different. They have become one of our most exciting export success stories, a symbol of how innovation, quality, and hard work can create opportunities for farmers and communities alike,” Steenhuisen said.
He cited research by the Bureau for Food and Agricultural Policy, which showed that blueberries had the highest labour absorption factor per hectare in South African agriculture, creating more than four jobs per hectares.
Steenhuisen said his department was making progress in opening new export markets for the crop in the short to medium term.
“In recent seasons, we have secured access for blueberries into markets across Asia and the Middle East, with protocols either finalised or nearing completion in countries such as India, Israel, and Vietnam. Negotiations are also advancing with Thailand and South Korea, two markets with enormous potential,” he explained.
He also revealed that during a visit to China in July, the General Administration of Customs China (GACC) confirmed it was conducting a risk assessment for South African blueberries and cherries.
“[The GACC] indicated that feedback to our [Agriculture Department] is expected in due course. This is a promising sign: that one of the world’s largest and most dynamic markets may soon be within reach for South African blueberries,” Steenhuisen added.
The IBO’s Global State of the Blueberry Industry Report 2024 indicated that South Africa was one of the few countries not facing labour shortages, an issue even affecting former exporters of agricultural labour, such as Mexico.
Logistics as a competitive edge
Steenhuisen pointed out that only five markets, the US, EU, China, the UK, and Canada, accounted for nearly 90% of global fresh blueberry consumption in 2023, making trade policy and logistics crucial.
“Peru, China, and Morocco are also reshaping supply dynamics. [South Africa’s] competitiveness will depend on how well we manage our harvest windows, quality, and logistics against these global players.”
He also pointed to the growing potential of Africa as an export market.
“Africa’s cities are growing faster than anywhere else, and with that growth comes a bigger appetite for high-quality fresh produce. The African Continental Free Trade Area isn’t just about trade deals; it’s about unlocking these regional markets.
“Recent reports show that Africa already accounts for about US$12 billion [roughly R209 billion] in fresh produce exports globally, and intra-African produce trade is accelerating as barriers fall.
“As middle classes expand, so does demand for nutritious, health-oriented fruit, including berries. From improving value chains and enhancing logistics to enforcing food safety and reducing trade frictions, these are the levers we will pull to ensure that our berry growers benefit not only from export markets far away but also from buyers in Africa itself,” Steenhuisen said.
He also lauded the local berry industry for diversifying beyond blueberries, especially into raspberries.
“Raspberries are highly valued in international markets, and their cultivation here adds diversity to our horticultural portfolio. This diversification matters: it spreads risk for farmers, creates new employment opportunities, and positions South Africa to supply a wider range of premium berries to discerning consumers worldwide.
“Alongside blackberries and strawberries, raspberries are helping to build a more balanced and resilient berry sector,” he concluded.
