Hugh Campbell, Billly Bourbon-Leftley – South African Strawberry Growers’ Association
Hugh Campbell, Billly Bourbon-Leftley – South African Strawberry Growers’ Association
Six-fold rise in exporters of South African strawberries to oversupplied Middle East
South African strawberries are in the final four months of peak harvest, of which 80% is exported. Currently, 90% of South Africa’s strawberry exports go to the Middle East, usually tapering off by the end of November.
“The season started with great uncertainties but also with a much later and delayed crop with volumes way down in the earlier periods,” says Billy Bourbon-Leftley, veteran strawberry grower and chairperson of South African Strawberry Growers’ Association, “up to 40% lower than the same time in previous years.”
This year has seen different pests causing issues due to weather-related aspects as well as extreme winds and unexpected rain in summer – especially in the Western Cape.
Exports accounted for 47% of the total strawberry production in 2025, up from 12% in 2017
The association has noted a significant increase in new entrants into the industry this season, particularly on the exporters’ side as fruit exporters look to broaden their portfolio by adding strawberries. “There are also a number of speculators testing the market. This past season we saw a six-fold increase in the number of exporters operating in the market. This year we have experienced a large number of exporters operating in an oversupplied Middle East market, which has led to an extensive undercutting of prices, which has had a negative impact on the viability of the growers.”
The Middle East is still seen as a depressed market compared to previous years. “This is also in an environment of higher freight costs and a strengthening Rand against the Dollar, which has impacted the payout to growers and cost of freight.”
Because their sustainability and potential growth are dependent on an ability to grow their markets, market development is the raison d’être of the South African Strawberry Growers’ Association, adds Hugh Campbell, technical advisor to the association and general manager of Hortgro Technical. To that end, they’re in the process of comprehensively analysing the globe for further export opportunities. Exports made up around 47% of the total production in 2025, up from around 12% in 2017. Logistics and proximity are of course major factors, as are demand and the competitive landscape. They expect to have their completed export market analysis in hand by February 2027.
During the July to November window, our major international competitors are The Netherlands, Belgium, Australia, Guatemala, Peru, Colombia, Zimbabwe and Costa Rica,” Campbell says.
In terms of imports, the country’s strawberries compete with those grown in Egypt and Ethiopia. He remarks that Zimbabwe is a major contender – especially on the shoulder of the season; their season runs from November through to April but they’re still active until June.
South African strawberry production doubles over decade
“This season has seen an improvement on the previous season relating to timing and quality of plant material,” Campbell says. “This is an area that is receiving a lot of attention from the nurseries and growers. A number of growers are looking to establish their own nurseries in an attempt to control this critical area of their business.”
Based on information derived from the Department of Agriculture and other sources, the production of strawberries has doubled in the past 10 years from 8,000 tonnes to close to 18,000 tonnes in 2025.
The growth in the industry has been driven by the growth in exports, mostly to the Middle East. Processing and local fresh sales volumes have shown very little growth over the past 10 to 15 years.
The South African Strawberry Growers’ Association represents 22 strawberry growing members collectively covering around 700 ha, across seven provinces but dominated by the Western Cape, the South Cape’s George and Eden areas, as well as the North West Province, adjacent to Gauteng.
“On the production side, strawberries is a business that requires substantial inputs with relatively high risks and requires a culture of attention to detail and a 24/7 mindset which does not suit all producers,” Bourbon-Leftley observes. “There is a number of new growers currently operating outside the association, so we don’t have a figure. There is an opportunity to grow the industry if export markets can be expanded. This is good for South Africa as the strawberry industry is a major employer of people, employing around 12 labourers per hectare.”
For more information:
Hugh Campbell
South African Strawberry Growers’ Association
Email: bernie@loewenstein.co.za | info@strawberries.org.za
https://strawberries.org.za/
