Agriculture, Economic Development and Tourism
(a) (i) What role does his Department play in supporting participation in Fruit Attraction 2025 and (ii) which entities, such as Wesgro or producer associations, are involved in coordinating this participation, (b)(i) how many Western Cape fruit producers and exporters are expected to participate in the event and (ii) what support (financial or logistical) has been provided to assist them, (c)(i) what was the estimated total export value of the Western Cape’s fruit industry in the 2024/25 financial year and (ii) what percentage of South Africa’s total fruit exports does this represent, (d)(i) what specific market access or trade opportunities is his Department seeking to expand through participation in Fruit Attraction 2025 and (ii) how will this contribute to provincial economic growth and job creation and (e)(i) what outcomes or trade leads resulted from the Western Cape’s participation in previous international fruit exhibitions and (ii) how does his Department measure the success or return on investment from such past participation?
- (i) Ensuring alignment with the province’s export promotion strategy, the department played a facilitative and strategic role in supporting Fruit Attraction 2025.
(ii) The Fresh Produce Exporters Forum (FPEF) and Fruit South Africa were involved in coordinating the participation of exporters and producers. The FPEF managed logistics, trade promotion, and branding activities.
- (i) Approximately 40–50 Western Cape fruit producers and exporters are expected to participate in Fruit Attraction 2025, representing a cross-section of the province’s fruit value chain.
(ii) The Department, through its Market Access Programme, has provided financial support of R500 000 to partly cover pavilion and exhibition costs.
- (i) The total export value of the Western Cape’s fruit industry in the 2024/25 financial year was estimated at R63.3 billion.
(ii) This represents approximately 69% of South Africa’s total fruit exports, reaffirming the province’s dominant contribution to the national fruit export economy.
- (i) The EU is our biggest market, and the reason we attend this event is to maintain and strengthen our existing business relationships in the EU. Also, to expand business relations with the Middle East, and Asia, in order to diversifying the fruit export destinations and reducing overreliance on traditional markets.
(ii) These efforts contribute directly to provincial economic growth and job creation by enhancing the competitiveness of Western Cape producers, driving investment into rural areas, and supporting sustainable employment within the fruit value chain.
- (i) Increases in the fruit industry export volumes and values
(ii) The return on investment will be measured through the main indicator of the value of export growth for the fruit industry
