The South African Fruit and Vegetable Canners Export Council (SAFVCEC) says it will use the Anuga International Food and Beverage Trade Fair in Germany later this week to showcase to the world the best of what the country has to offer when it comes to canned fruits and vegetables. SAFVCEC will be on a mission to grow South Africa’s canned fruit and vegetable exports by engaging with existing customers and making new connections with potential buyers from different parts of the world.
The General Manager of the Council, Ms Jill Atwood-Palm, will be one of the businesspeople who will participate in the popular trade fair that will take in Cologne from 4-8 October 2025.
As part of its market diversification initiatives, the Department of Trade, Industry and Competition (the dtic) will set up a national pavillion at the fair, in which 30 South African agro-processing companies will showcase their products. A large number of international importers are expected to descend on the show in search of prime products that have the capacity to tantalise the taste buds of consumers across the world.
“As the largest trade show globally, Anuga provides us with a perfect opportunity to showcase the South African canned fruit and vegetable industry to the world. Our industry is renowned for its world-class manufacturing practices and premium quality products, which are manufactured in facilities in full compliance with food quality and safety standards and international certifications. Coupled with this, the natural attributes of the country’s raw materials, namely its quality, taste, texture and colour, rank our products as some of the best in the world,” says Atwood-Palm.
She adds that Anuga also serves as a platform for gathering market information, benchmarking competitor activity, assessing supply-demand conditions, and identifying emerging consumer trends.
Products produced by SAFVCEC members range from canned fruit and vegetables, pulps, purees, juice concentrates, jams, jellies, spreads, pickles, infant food, to sauces and condiments. The products are packed in a variety of packaging mediums, namely cans, glass jars, bottles, plastic pots, pouches, aseptic bags, drums and cartons. Of the processed fruit, over 85% of the finished product is exported.
According to Atwood-Palm, the industry exported a total of R15.5 billion to over 125 countries across about 50 product lines in 2024.
“Of this amount, about 34% or R5.3bn is exported to Europe. Our largest market globally is the Netherlands, which is also the European Union’s main port of entry. Germany is ranked as our 6th largest market,” adds Atwood-Palm.
SAFVCEC was established in 2005. It represents and serves the interests of the processed fruit and vegetable industry nationally. Its key role is to manage, promote and develop the manufacturing and export interests of the industry, with the objective to establish a sustainable platform for the long-term growth and competitiveness.
“SAFVCEC’s key focus is within the areas of market access, trade advocacy, marketing and promotions, competitiveness, transformation and the legislative framework,” notes Atwood-Palm.
She emphasises that the South African fruit and vegetable processing industry has built a sustainable, well-established international business and maintained this for well over 60 years.
“Our experienced exporters have proven knowledge of global markets, customers and consumers alike. We are looking forward to fyling the SA flag in Germany,” she concludes.
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Bongani Lukhele – Director: Media Relations
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E-mail: BLukhele@thedtic.gov.za
Issued by: The Department of Trade, Industry and Competition (the dtic)
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