Thanks to sustained demand in Europe and a 16% increase in volume in the UK market, Tru-Cape Fruit Marketing, a leading supplier of Pink Lady apples from South Africa, has reached new heights in exports.
Exports of Pink Lady from Tru-Cape to Europe have significantly increased since 2020, reflecting the continuous growing interest of European consumers in this brand. Stephanie de Puysselier, who is responsible for Tru-Cape's apple and pear marketing in Europe, noted that this growth indicates the strength of both the Pink Lady and Tru-Cape brands, as well as high demand among European clients.
Growth was also observed in the UK, where almost all Pink Lady retail programs from Tru-Cape showed an increase in volumes this season. Shipments to British retailers grew by more than 16%, and the brand has become an increasingly important part of the apple category.
Karijen van Zijl, Export Manager for the UK and Ireland at Tru-Cape, emphasized that the growth of Pink Lady is very encouraging and strengthens the company's position with key British retailers in future seasons.
According to Tru-Cape's Procurement Director, Kallian du Toit, the company's extensive producer base ensures stable supplies of Pink Lady. Producers are distributed across major apple-growing regions in South Africa, including the Witzenberg, Kuwe-Bokkeveld, Bo-Swarmod, Elgin, Wybum, Grabouw, Villiersdorp, and Langkloof valleys.
These regions possess various microclimates that are ideal for the good development of the color of Pink Lady apples, explains Du Toit. Furthermore, the geographical distribution minimizes production risks, ensuring that Tru-Cape can supply quality Pink Lady apples year after year.
The 2026 season faced difficulties: storms and strong winds towards the end of the harvest period in the Ceres and Villiersdorp areas led to fruit damage, causing them to fall from the trees. Nevertheless, the start of the season was positive, as high demand supported Tru-Cape's continuous growth in the market.
Du Toit explained that the South African apple industry has long-standing trade ties with the UK and Europe dating back to the 1980s. The Pink Lady apple was developed with production in both hemispheres in mind to ensure year-round availability. During the Southern Hemisphere season in South Africa, and specifically for Tru-Cape, it became an important source for Northern Hemisphere markets.
He added that there was initially uncertainty about how the brand would be received in these markets, but over time it became clear that the apple color was good, and the British, in particular, preferred the taste of Pink Lady. Business has grown steadily over many years, and the company underestimated the increase in consumption in the UK and Europe.
Currently, South Africa supplies about 80% of Southern Hemisphere Pink Lady apples. Moreover, Pink Lady is important within the South African apple industry itself. When Pink Lady and Cripps Pink—the same variety sold without the Pink Lady label—are combined, South Africa exports nearly nine million boxes of MK6 equivalent, making it its largest apple export category after Gala.
Du Toit believes that the long-term prospects for Pink Lady in Europe and the UK remain strong, noting that Tru-Cape is becoming an increasingly significant player and preferred partner for importers in Europe and the UK.