Photo: Jedrie Harmse
From international market dynamics and shifting consumer behaviour, to logistics and technological innovation, the conference offered an in-depth look at the challenges and opportunities ahead.
Delegates included all the main role players in the South African fresh produce value chain, all gathering to share insights, forge new partnerships, and prepare for what’s next. The event opened with a data-rich presentation on consumer trends in North America and Asia, two key markets for Southern African exporters.
Consumer Sentiment in the US hits historic lows
Professor Patrick Vizzone, chairperson-elect and executive committee member of the International Fresh Produce Association, delivered a compelling keynote address that painted a sobering picture of the American consumer landscape.
“Currently, the US is experiencing its lowest levels of consumer trust since 1973,” said Vizzone.
“Sentiment is even worse than during the global financial crisis. Inflation fatigue is reshaping how Americans shop. They are unlikely to regain their confidence in the economy unless they feel assured that inflation is unlikely to worsen, for example, if trade policy stabilises for the foreseeable future.”
According to Vizzone, 55% of US consumers now prioritise sourcing the lowest prices when buying food. Discount shopping is becoming the new norm. Yet, interestingly, one of the few bright spots is the organic segment, particularly organic fruit.
“As healthcare costs rise, more consumers are turning to diet as a preventative health measure,” he noted. “Up to 60% of consumers would rather adjust their eating habits than relying solely on medicine.”
Asia: A region of growth, with high expectations
Turning to Asia, Vizzone addressed lingering uncertainty in South Africa regarding exports to the region. His message was clear: Asia remains a critical growth engine for fresh produce consumption. Asian consumers have higher disposable income but they are also mindful of their spending habits, especially in the current economic climate.
“Food safety and quality are top priorities for Asian consumers. While they are price-conscious, they are also willing to pay for products they trust.”
A standout trend in the Asian market is the rapid rise of e-groceries. In China alone, 43% of consumers purchased fresh produce online last year, a figure expected to grow as convenience and health awareness continue to drive shopping habits.
Exporters urged to prepare for complexity
During a lively question and answer session, Vizzone cautioned South African producers not to underestimate the complexity of entering new markets.
“Doing business in North America, Asia, or India is not easy,” Vizzone said. “The opportunities are significant, but so are the challenges. Thorough preparation and market understanding are essential.”
As the fresh produce industry in Southern Africa looks ahead, the 2025 Conference served as both a wake-up call and an encouraging sign of potential. With innovation, adaptability, and international insight, local producers can position themselves for growth, but only if they are willing to meet the moment with strategy and realism.
