C Fruit (Pty) Ltd. is a trading business that grows, sources, stages and distributes berries, specifically to the South African Domestic market. Where most fruit trading companies in South Africa first focus on exports, C fruit changed the traditional fruit trading model to first and foremost focus on the South African consumer.
Export focused companies often drop the South African retailers as soon export opportunities present itself. C Fruit does export, but calculates the opportunity cost with the grower. "We look at the cost of dropping your domestic program over the year, and don't chase only the R5 more per carton for that week and have proven better returns for growers. By supporting & helping South African Retailers build strong robust categories, with consistent quality and supply on the shelf your know you have a stable home for your product. We plan export opportunities around risk vs. reward and peaks, but don't take from our committed volumes to the domestic market, understanding the long term cost and damage it does to the category as a whole.
Further, because C fruit is wholeheartedly committed to it domestic customers, it has been able to create innovative logistic solutions that bring fruit from the field to shelf faster than ever before. "Fruit can be picked and packed in the morning and be within shops by the afternoon. Berries win at least approximately 2 to 3 days shelf life, which is massive in products such as Raspberries and Blackberries." Our retailer orders are increasing because there is consistency in quality, and supply and reduced wastage in store.