Nimble newcomers to the ranks of South Africa’s fresh exporters have been exploring nascent opportunities such as blueberries from Zimbabwe, which, five years ago, when he first offered it to clients in the Far East, astounded them, recounts Sandeep Valodia: they’d never even heard of the country.

Valodia set up Iris Fresh six years ago with the aim of seeking out the novel opportunities that lie beyond the bulk fruit categories (the “vanilla” commodities, he calls them) and South Africa’s traditional markets. It was while looking for passionfruit from a Zimbabwean grower that he was offered their blueberries instead.

“There’s been a bit of a delay, so I think week 24 will be the first week we start sending off some berries from Zimbabwe to Malaysia.” During their first season they traded 2.2 tonnes of Zimbabwean blueberries which had grown to 96 tonnes by last year.

When South Africa starts picking blueberries in Limpopo – slowly getting underway – blueberries will be procured from there, and then from the late region Western Cape. In this way, Iris Fresh supplies blueberries for six months of the year.

Diversified origins ensure continuation
Over the past year, in response to demand, Iris Fresh has been offering baby vegetables and exotics like baby pineapples, figs, passion fruit, and melons (the latter for twelve months of the year). “Baby veg is quite new for us. We’ve only been doing it for about a year,” he says. “We’re trying to expand that in the European and Far East markets, both retail and wholesale.”

Berry Blossom
“We’re expecting to get bigger-sized blueberries this year because of the increased pressure for jumbos and super jumbos in the Far East,” he explains. “The prime size would be the 14 millimetre +, but now there’s an increased focus on 18mm + and 22 mm+ for the Far East market. Super jumbos, which get packed in 200g tubes and not into 125g punnets.”

Higher prices are offered for super jumbo berries. New genetics yielding super jumbo berries have been established over the past two years, and he’s hoping they’ll take off first commercial crops this year.

Europe and the UK, where Iris Fresh is not taking its blueberries, do not have a similar demand for jumbos and super jumbos.

The Berry Blossom brand, into which currently only their blueberries are packed, will include South African strawberries and raspberries. “There is a huge demand in the Middle East for strawberries from South Africa. Strawberries are quite popular there, and it’s the timing globally: There are not as many strawberries available for the Middle East, because Egypt is finished by the time we start. Then the only strawberries available are from the U.S. and South Africa and Australia, but South Africa is obviously much closer.”

Looking ahead
“With an eye for untapped markets and a willingness to adapt quickly to shifting global demands, Iris Fresh is steadily redefining what it means to be a South African exporter,” he says. “From introducing Zimbabwean blueberries to Asia to branching out into exotic fruit and baby vegetables, we want to prove that agility can open doors far beyond the conventional.”

His vision is clear, he says: “Keep pushing the boundaries — and keep surprising the world.”

For more information:
Sandeep Valodia
Iris Fresh
Whatsapp: +27 82 581 6173
Email: [email protected]
https://irisfresh.global/