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Raisins SA//FNB LANDBOUPRAATJIE

Market Access
& Development

Overview

The South African raisin industry has been a global player for more than a century, producing the worlds best raisins. SA is the world's 5th largest exporter of raisins, with more than 88% of its total crop earmarked for key international markets.

Since 2019, the Dried Fruit industry of SA has been transformed with the repositioning of Dried Fruit Technical Services (DFTS), now called Raisins SA. A key strategic shift has been to have a holistic approach and not to limit activities to Research and Development, but to take ownership of “our product” and actively promote the use of SA raisins.

The purpose of Raisins SA's marketing portfolio is to tell the story of SA raisins and promote it locally and abroad.

Three key functions of the portfolio is:

  1. 1) be a credible- and transparent source for market .
  2. 2) to retain market access,
  3. 3) develop and grow new, as well as existing markets.

Marketing Committee

The marketing committee is appointed by the board of directors, to advise and make recommendations to the board on key strategic matters. These marketing committee members are:

Willem Bestbier

independent chairperson
Madene Conradie

Madene Conradie

secretary
Johannes Fourie

Johannes Fourie

David van der Merwe

David van der Merwe

Van Zyl Vorster

Van Zyl Vorster

Nico Koch

Nico Koch

Peter Kuilman

Peter Kuilman

Gog van der Colff

Gog van der Colff

Pieter Roos

Stephan Kruger

Ferdie Botha

Ferdie Botha

Santjie Coetzer

Dawid van der Berg

Key PerformanceAreas

The following strategic objectives are included as part of Strategic Goals (KPA 2): Retain and Gain Market Access as outlined in PROJECT RISE, these are:

  • Strategic Objective 1: Market Intelligence
  • Strategic Objective 2: Market Access
  • Strategic Objective 3: Grow Voluntary Funding Sources

The following strategic objectives are included as part of Strategic Goals (KPA 2): Retain and Gain Market Access as outlined in PROJECT RISE, these are:

Market Access Performance Area

Market Access

Phytosanitary and product specifications are amongst key considerations, which our attention is directed to ensure existing market access is retained and new market access is achieved over the medium- to long term.

Market Intelligence

The collection, processing and interpretation of market information is important to promote a transparent market environment. This includes both local and international information

Market Development

Promotions and Unique Selling Points

Raisins South Africa is actively involved in promoting raisins from SA origin.

Grands Crus Raisins Secs D'Afrique Du Sud Beautiful Country Beautiful Raisins DriedFruitSA

Raisins SA has worked closely with other origins to promote and communicate globally the benefits of dried fruits.

DriedFruitSA INC International Nut & Dried Fruit

Strategic projects/ services

Raisins SA provide a range of activities, to ensure that existing markets are retained, but also to gain new market access.

  • Standardisation of farmers stock quality evaluation and an accepted appeal quality evaluation process;
  • Revising industry quality export standards for inspection;
  • Client inspections before shipment;
  • Generic promotion;
  • Industry representation (DFSA, NDFTA, INC, International Sultana Conference and Frucom).