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VISION
To export the best fruit to the world, facilitating the
entire process
from the farm to
the supermarket
to ensure that
the product is picked, packed and controlled according
to supermarket requirements. |
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Sunpride (Cape) (Pty) Ltd was started in 1997 by the Fine Family, who started Fine Bros Market Agency in 1908, and who have also farmed successfully in the Elgin valley since 1947.
It was one of the first "new" export fruit company's and was set up together with the large Gerber Group UK to take up the challenge and opportunity to export South African fruit, after the deregulation of the industry.
Sunpride has focused on the "top-end" markets and source only the best quality fruit, specializing in Grapes & Citrus, for selected clients.
The team is recognized for their excellent personal relationships with both producers and buyers and their contacts and network is substantial. Many well known and respected "players" in the industry started their fruit export career with Sunpride, such as Roy Fine, Bernie Denton, Basil Karstel and Andre De Klerk, all whom are still in the business today.
The brand is very well known all over the world and is seen as a "premium" brand by the industry. Producers and growers are provided with all the support structures: technical, marketing, logistics and administration.
The Management and shareholders believed strongly that much more "consolidation" in the industry should take place and in 1999 the company sold a 50% share to Afrifresh which was started by Anton Viljoen and Chris Conradie.
To take advantage of better "economies of scale" the two businesses merged in 2003, and together as the AFRIFRESH GROUP have grown from strength to strength. |
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