Tru-Cape reports 16% growth in Pink Lady apple shipments to UK
The first part of the season saw strong demand, which supported Tru-Cape’s continued market growth.
SOUTH AFRICA – Tru-Cape Fruit Marketing has reported a 16% increase in Pink Lady apple shipments to UK retailers this season, with sustained growth across European markets, the company said.
In the UK, almost all Tru-Cape’s Pink Lady retail programmes recorded growth this season, with volumes to UK retailers increasing by more than 16%. The brand has become an increasingly important part of the apple category.
“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,” said Stefanie de Puysseleir, responsible for European marketing of Tru-Cape’s apples and pears.
“The growth in Pink Lady is particularly encouraging and strengthens our position with key UK retailers for future seasons,” said Karlien van Zyl, Export Manager UK & Ireland at Tru-Cape.
According to Calla du Toit, Procurement Director at Tru-Cape, the company’s extensive producer base ensures a consistent supply of Pink Lady.
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,” said 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.”
Storms and strong winds towards the end of the harvesting window in the 2026 season in the Ceres and Villiersdorp areas caused bruising as fruit was blown from trees.
However, the first part of the season saw strong demand, which supported Tru-Cape’s continued market growth.
“The South African apple industry has a long trading relationship with the UK and Europe, dating back to the 1980s,” Du Toit said.
“Initially, we were uncertain how the brand would fare in these markets, but over time we realized that the colour was good and that the UK, in particular, has a preference for Pink Lady’s taste,” he said.
South Africa now supplies around 80% of Southern Hemisphere Pink Lady apples, with Tru-Cape becoming an important source for European and UK importers.
Finally, 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.
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