South Africa faces a golden opportunity in the Chinese avocado market
South Africa expects to begin avocado exports to China in February 2024, following the approval of the necessary protocols. This opening of the Chinese market represents a significant opportunity for the South African sector, which could leverage its strategic geographic location to supply a growing market.
Kenya, an example to follow
Kenya has become the second largest supplier of avocados to China, second only to Peru. Kenyan avocados have been well received in the Chinese market, presenting an opportunity for South African producers.
South Africa, with competitive advantages
South Africa is ideally located to supply Southeast Asia. Avocado cultivation in South Africa runs from March to September, and ships complete the 12,200 km journey from South Africa to Singapore in about 15 days. This gives it a competitive advantage over other exporting countries, such as Peru, which has to travel a much greater distance to reach the Chinese market.
The challenge of quality
However, South African producers will need to ensure their avocados are of high quality and arrive on the market in good condition. "Chinese customers will expect good quality fruit from South Africa," says Roger Armitage, managing director of Halls.
Younger generations, a market niche
Furthermore, South African producers will need to adapt to the tastes of Chinese consumers. Younger generations in China consume avocados differently than Europeans. "In China, we use avocados in very different ways. We use them in hamburgers as a substitute for bread, we add them to pizza, and we put them in coffee; that's new," explains Elena Huang, marketing director of Shanghai Supafresh.
