Tru-Cape strengthens position as leading South African Pink Lady® supplier to Europe
Tru-Cape Fruit Marketing has strengthened its position as South Africa’s leading supplier of Pink Lady® apples to Europe, with shipments increasing strongly over the past several years and reaching new milestones in the UK this season.
Tru-Cape’s Pink Lady shipments to Europe have increased dramatically since 2020, reflecting sustained growth in demand for the brand among European customers.
“The sustained growth in our shipments reflects the strength of both the Pink Lady and the Tru-Cape brands and the demand for it among our European customers,” says Stefanie de Puysseleir, responsible for the European marketing of Tru-Cape’s apples and pears.
Growth has also been evident in the UK, where almost all of Tru-Cape’s Pink Lady retail programmes recorded growth this season. Volumes increased by more than 16% to UK retailers, where the brand has become an increasingly important part of the apple category.
“The growth in Pink Lady is particularly encouraging and strengthens our position with key UK retailers for future seasons,” says Karlien van Zyl, Export Manager UK & Ireland at Tru-Cape.
Quality apples year after year
According to Calla du Toit, Procurement Director at Tru-Cape, the company’s extensive producer base supports consistent Pink Lady supply. Its producers are spread across South Africa’s main apple-growing regions, including the Witzenberg Valley, Koue-Bokkeveld, Bo-Swaarmoed, Elgin, Vyeboom, Grabouw, Villiersdorp and the Langkloof.
“These regions have different microclimates that are well suited to good colour development in Pink Lady apples,” says Du Toit. “Our geographical spread also means that our production risk is well diversified, ensuring that Tru-Cape have good Pink Lady apples year after year.”
The 2026 season was not without challenges. Storms and strong winds towards the end of the harvesting window in the Ceres and Villiersdorp areas resulted in bruising as fruit was blown from trees. The first part of the season, however, was positive, with strong demand supporting Tru-Cape’s continued growth in the market.
Pink Lady’s significance to South Africa
The South African apple industry has a long trading relationship with the UK and Europe, dating back to the 1980s, explains Du Toit. Pink Lady was developed with production in both hemispheres to provide year-round availability, and South Africa, and particularly Tru-Cape, has become an important source for Northern Hemisphere markets during the Southern Hemisphere season.
“Initially, we were uncertain how the brand would fare in these markets, but over time we realised that the colour was good and that the UK, in particular, has a preference for Pink Lady’s taste,” he says. “The business has grown steadily over the years, and we underestimated the increase in consumption in the UK and Europe.”
South Africa now supplies around 80% of Southern Hemisphere Pink Lady apples, with Tru-Cape becoming an important source for European and UK importers.
Pink Lady is also significant within the South African apple industry. When Pink Lady and Cripps Pink – the same variety sold without the Pink Lady brand – are combined, South Africa exports close to nine million MK6-equivalent cartons, making it the country’s largest apple export category after Gala.
Du Toit believes the long-term prospects for Pink Lady in Europe and the UK remain strong.
“Tru-Cape is increasingly becoming a player to reckon with and a preferred partner for European and UK importers,” he says.
For more information, please contact Lucille Botha at lucilleb@tru-cape.co.za or visit www.tru-cape.com. Follow Tru-Cape on X (@TruCapeFruit), Facebook (@Tru-Cape Fruit Marketing), TikTok (@trucape), and Instagram (@trucapefruit).
