Through years of targeted investment, shared learning, and precision orchard management, Tru-Cape growers have achieved a remarkable milestone—unleashing the full potential of Pink Lady® apples. Their collective efforts have led to record packouts across multiple packhouses, reaffirming Tru-Cape’s leadership in the global apple market and its commitment to sustainable excellence.
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At Ceres Fruit Growers, Pink Lady® packouts reached an unprecedented 75%—the highest in the company’s history—while Two-a-Day reported an impressive eight-percentage-point increase compared to the previous year. These results underscore the success of a coordinated, long-term strategy designed to enhance fruit colour, quality, and yield consistency. A key realisation driving this success was the profitability advantage of increasing the proportion of Pink Lady® over Cripps Pink in orchards. “We made it our goal to get closer to 80% Pink Lady® per hectare, and these results show the strategy is working,” explains Calla du Toit, Tru-Cape’s Procurement Manager.
Innovation Begins in the Orchard
On the ground, innovation has been the catalyst for progress. Growers such as Kootjie Viljoen of Oewerzicht Farm near Greyton have been at the forefront of developing orchard techniques that maximise light penetration and improve colouration, especially in warmer regions. Practices like summer pruning, leaf breaking, and the use of reflective mulch to redirect sunlight into the tree canopy have collectively boosted Pink Lady® yields by as much as 20%. While these techniques require substantial investment, they generate significant returns—often adding tens of thousands of rands in value per hectare.
In cooler regions such as the Witzenberg Valley, growers have adopted automated overhead irrigation systems that manipulate day and night temperatures during ripening. This fine-tuned approach enhances colour development while maintaining fruit quality. The use of protective nets has also become commonplace, helping reduce sunburn damage and promoting uniform colour across the crop.
At Laastedrif, grower Rossouw Cillié has taken orchard refinement further by rethinking planting layouts, trellising systems, and rootstock choices. These changes have created microclimates that improve both fruit size and colour, ensuring that Pink Lady® apples consistently meet global quality standards.
Technology and Collaboration
Tru-Cape’s success also highlights a generational transformation in agriculture. Younger growers are integrating advanced technologies into every stage of production—from GPS-guided fertilizer spreaders and precision irrigation systems to data-driven weather forecasting tools. This new wave of technological adoption ensures efficient resource use and higher-quality outcomes. Just as importantly, Tru-Cape’s growers foster a spirit of collaboration and knowledge-sharing, ensuring that innovations benefit the entire network rather than individual farms alone.
Export Growth and Market Confidence
The payoff of these collective efforts is evident in the export market. Pink Lady® apples are experiencing unprecedented global demand, with exports to Europe rising by 30% year-on-year. Markets such as Russia, the Middle East, and India have also shown strong growth, with over 100,000 cartons shipped to Russia this season alone—a record achievement for Tru-Cape. “Pink Lady® is one of the most consistent apple brands,” notes Cillié. “Consumers know exactly what they’re getting, and that’s a major competitive advantage.”
Looking Ahead
Tru-Cape continues to focus on sustainable and responsible growth, emphasising quality over sheer volume to safeguard the integrity of the Pink Lady® brand. Future initiatives include trials of new colour-enhanced strains, wider use of precision farming technologies, and continuous system upgrades to improve orchard efficiency.
“We aim to stay world-class in both production and delivery,” adds du Toit. “Pink Lady® is not just a great apple—it’s a brand our growers are proud to cultivate and one that consumers across the globe have come to trust.”
With a perfect blend of innovation, collaboration, and dedication, Tru-Cape’s growers have proven that excellence in farming begins with a shared vision and a passion for quality—making Pink Lady® a true symbol of South African agricultural success.