South African Grapes: Balancing Traditional and Emerging Markets

South African table grape growers and exporters maintain a strong focus on traditional markets like the UK and the EU, which have seen consistent growth in import volumes over the past decade. While these established markets remain crucial, the industry is actively pursuing a global export strategy, diversifying into emerging markets with high growth potential. This includes increased shipments to North America, where exports have doubled in the last ten years. Despite significant progress in gaining access to key markets in the Far East and Southeast Asia, challenges remain. These include varying consumer preferences for specific grape cultivars and competition from domestic producers and other exporting countries. The recent influx of Chilean cherries into the Chinese market exemplifies the complexities of navigating global fresh fruit trade. While long-term potential in these regions persists, South African exporters prioritize markets offering the best returns, considering currency fluctuations and reliable shipping logistics. The strength of the euro and British pound, combined with established shipping routes to Europe, contributes to the continued importance of these traditional markets.