Major UK fresh produce importer to use SA as its 'main source country'

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Vitafresh Produce from the UK is growing its African fresh produce footprint with the establishment of Vitafresh Exports.

Officially launched in November 2024, this new branch marks a strategic move to solidify South Africa as the company’s primary source of fresh produce for global markets.

Daniel Badger, Managing Director of Vitafresh Produce in the UK, relocated to South Africa in May 2024. He has been overseeing the setup of the new operation.

“The main products exported from South Africa are butternut squash, citrus, grapes, berries,” he told Fresh Plaza.

“We will also add produce from around the world to our range: limes, peppers, figs, sweet potatoes, melons, and more.”

“South Africa will be our main source country and the main destinations will be the UK, Europe, Middle East, Asia, Russia, and USA.”

Exploring new fresh produce markets and partnerships

To diversify its product portfolio and ensure year-round supply, Badger and his team have been forging connections with growers and exporters in other African countries.

In early December, Badger visited Egypt, a key emerging market for Vitafresh, to establish new partnerships.

“The trip was a great opportunity to see a diverse range of growers in their farms and packhouses,” Badger added.

“Sourcing citrus from Egypt will give us a year-round supply of citrus and Egypt is growing more and more volume year on year.”

Beyond citrus, Vitafresh aims to source more volume of other fresh produce from Egypt, including:

40 containers of sweet potatoes
40 containers of oranges
25 containers of red and yellow onions
10 containers of cherry and round tomatoes
10 containers of lemons
10 containers of iceberg lettuce
5 containers of spring onions

These products will complement South African exports and broaden the company’s offerings to its global customer base.