Tru-Cape increases Pink Lady shipments to Europe, strengthening UK presence
Add Fresh Fruit Portal to GoogleSouth Africa’s Tru-Cape Fruit Marketing continues to solidify its presence in the European market, with Pink Lady shipments growing since 2020 and UK exports up more than 16 percent this season.
The firm reported that this progress responds to growing demand for the variety among European consumers, consolidating its position as a key supplier of the apple in the Northern Hemisphere.
In the United Kingdom, virtually all of Tru-Cape's retail sales programs posted growth this season, reinforcing Pink Lady's presence within the apple category.
Image by Armin Huber for VOG
“The growth of Pink Lady is particularly encouraging and strengthens our position with major British retailers for upcoming seasons,” noted Karlien van Zyl, UK and Ireland Export Manager at Tru-Cape, in a press release.
Diversified production base to maintain a stable supply
The company relies on growers distributed across South Africa's main apple-producing regions, including Witzenberg Valley, Koue-Bokkeveld, Bo-Swaarmoed, Elgin, Vyeboom, Grabouw, Villiersdorp, and Langkloof.
According to Calla du Toit, Procurement Director at Tru-Cape, this distribution diversifies production risk and maintains a stable supply.
“These regions have different microclimates that promote proper color development in Pink Lady apples,” he explained.
The 2026 season, however, presented some challenges. Storms and strong winds near the end of the harvest in Ceres and Villiersdorp caused bruising damage after fruit was knocked off the trees.
Despite these events, the early part of the season recorded strong demand, enabling Tru-Cape to continue making strides in the market.
Pink Lady gains traction in Europe
For Pink Lady, the African country has become a strategic supplier to meet demand during the Southern Hemisphere season.
Image by Armin Huber for VOG
Currently, the country accounts for nearly 80 percent of the Southern Hemisphere's Pink Lady supply, while Tru-Cape has gained greater prominence among importers in Europe and the UK.
The category also holds significant weight within the African nation's exports. Pink Lady and Cripps Pink (the same variety sold under a different brand) account for close to nine million MK6 equivalent cartons exported, making it the country's second most important apple category after Gala.
Tru-Cape projects continued growth for Pink Lady in Europe and the UK, where the company aims to keep strengthening its relationships with importers and retailers.
*Main image courtesy of Tru-Cape.
Related stories
