Fruitbox Ltd. has partnered with New Zealand post-harvest operator EastPack Ltd. to supply Zespri brand kiwifruit to Kenya. This at a time when Kenya’s kiwifruit imports from mainly Chile, South Africa and New Zealand have magnified almost threefold. The imports grew from 142.7 tonnes in 2014 to 396.3 tonnes in 2022, according to ITC.
Fresh from its sustainability campaign, Tru-Cape Fruit Marketing, a co-owner of Fruitbox Ltd., could strategically improve this tonnage and reduce routing costs. To track this development, Selina Wamucii reached out to Nico de Lange, chairman of Fruitbox and Roelf Pienaar, managing director of Tru-Cape Fruit Marketing.
According to De Lange, South Africa remains Fruitbox’s original and number one table fruit assortment source while New Zealand supplies kiwifruit.
“Fruitbox started with apples, grapes, and citrus from South Africa. Today, this is still the biggest supply. The business has since grown and now takes in apples from Europe, grapes, and citrus from Egypt, and citrus from Southern African COMESA countries, such as Zimbabwe and Zambia. Kiwifruit originates from New Zealand, Chile, and Europe. In short, we are open to all origins, but South Africa remains the biggest.”
There is also a premise of Kenyans enjoying fresher, and sometimes even cheaper, Zespri brand kiwis:
“The market dictates the price. We have experienced that the cost is less by doing direct routing, and on that basis, the average price will be lower.
“However, the main benefit of direct routing is that it reduces handling and the quality and shelf life will be better. So, even if they pay the same, they should enjoy a much better product.” De Lange explains.
Tru-Cape’s Backing of Fruitbox
“While the protocols and specifications for kiwifruit differ from those of apples, it remains fresh produce, and our retail clients in Kenya are similar.” Says Tru-Cape Fruit Marketing MD, Roelf Pienaar.
“We are very excited about the product and its prospects in East Africa. I believe our involvement through our marketing and promotional expertise will help to boost kiwifruit sales in Kenya.”
While it provides extra information, the below review of Fruitbox Ltd.’s appointment to ship Zespri kiwifruit to Kenya also gives trade insights.
September 3, 2024
Fruitbox appointed as exclusive agent for Zespri brand kiwifruit in East Africa
In an ongoing effort to align with strong and respected global fresh produce brands, Fruitbox Ltd. recently partnered with New Zealand post-harvest operator EastPack Ltd. to supply Zespri brand kiwifruit to Kenya.
“We are excited to partner with EastPack via their collaborative marketing partnership with Zespri to represent this well-known global brand. It fits well with our model of trading first-class fruit with integrity,” said Sandip Jethalal, general manager of Fruitbox Ltd., shortly after the first shipment with Zespri kiwifruit arrived in Nairobi.
Fruitbox Ltd., a Kenyan importing and distribution company, was formed in 2014 and is owned by two South African companies, Vitanova International and Tru-Cape Fruit Marketing, as well as Messrs. Sandip Jethalal and Bhaumik Shah, who both have a long history in the Kenyan fresh produce industry. .
Modern supply chain and cold storage
While Zespri’s kiwifruit was previously available in limited volumes in East Africa, the logistical route and cold chain were cumbersome and inefficient. This led to the product having a higher cost and shorter shelf life.
The exclusive partnership enables Fruitbox Ltd. to supply high-value Zespri brand kiwifruit directly and cost-effectively to the region’s growing middle class.
“Previously, we sourced Zespri kiwifruit primarily from South Africa and then air-freighted it to Kenya, contributing to the cost chain and the final product price. Our direct supply chain will reduce the cost to the final consumer. Still, more importantly, we will now be able to vouch for the quality and integrity of the product we sell to our customers,” explains Sandip.
When it comes to handling and storing fruit, Fruitbox Ltd. is the market leader in Kenya.
According to Nico de Lange, chairman of Fruitbox, the company is well-placed in East Africa, with an unparalleled supply chain and modern cold storage facility ensuring consistent quality.
“As a first receiver with established distribution channels and storage facilities, we can import full container loads directly from the country of origin and develop the category to its full potential.”
Blue-chip suppliers
Fruitbox Ltd. welcomes partnerships with like-minded companies that share their core values and have a long-term vision.
“Our agreement to market Zespri brand kiwifruit is in line with our strategy to collaborate with blue-chip suppliers into Africa, a growing market for many production countries,” Nico and Sandip believe.
East Africa is the region with the largest population in Africa.
“With the growing middle class in East Africa comes a demand for higher-value fruit such as cherries, peaches, and nectarines. We aim to align with esteemed brands, such as Zespri, Tru-Cape, and Jana Fresh, to supply these products directly from source, which results in value and quality optimisation for consumers in the region.”
Since its inception, Fruitbox Ltd. has offered suppliers an international trading experience in terms of disclosure, transparency, quality control, and payment systems.
“International brands are comfortable doing business with us. We have state-of-the-art facilities and cold storage, and our way of conducting business earns the trust of our suppliers.”
This was echoed by Richard Fraser-Mackenzie, general manager for order and supply at EastPack in New Zealand, when he said Fruitbox has invested in quality product-handling infrastructure and has good local operators with strong relationships to establish the kiwifruit program in Kenya.
Geographic Reach
“Fruitbox has a unique geographic location and can supply the East African community with kiwifruit from New Zealand. We expect the market to grow incrementally and our green and gold kiwifruit consumption to expand annually.”
Fruitbox Ltd. is the exclusive importer of Tru-Cape’s produce in Kenya. These products include apples, pears, cherries, and soft citrus. Fruitbox Ltd. imports citrus and table grapes from Southern African countries and Egypt.
For more information, please email Sandip Jethalal at sandip@fruitbox.co.ke or contact Lucille Botha at lucilleb@tru-cape.co.za. Visit www.tru-cape.com or follow us on X (@TruCapeFruit), Facebook (@Tru-Cape Fruit Marketing), and Instagram (@trucapefruit).