Tru-Cape reports strong Pink Lady growth in UK and European markets
South African Pink Lady apple exports continue to strengthen in Europe, with Tru-Cape Fruit Marketing reporting sharp growth in shipments since 2020 and more than 16% growth in UK retail volumes this season. The performance highlights the importance of branded cultivars and reliable counter-seasonal supply for South African apple exporters competing in mature northern hemisphere markets.
UK demand strengthens
Tru-Cape says almost all of its Pink Lady retail programmes in the UK recorded growth this season. Stefanie de Puysseleir, who manages European marketing for Tru-Cape’s apples and pears, attributed the increase to sustained demand for both the Pink Lady and Tru-Cape brands. UK and Ireland Export Manager Karlien van Zyl said the growth strengthens the company’s position with key retailers heading into future seasons.
Regional diversity helps manage supply risk
A major part of Tru-Cape’s supply strength comes from its geographically diverse grower base. Pink Lady apples are produced across several of South Africa’s main apple-growing regions, including the Witzenberg Valley, Koue-Bokkeveld, Bo-Swaarmoed, Elgin, Vyeboom, Grabouw, Villiersdorp and the Langkloof.
According to Procurement Director Calla du Toit, the different microclimates support good colour development while also spreading production risk across multiple regions. That diversification can help maintain more consistent supply when individual production areas are affected by adverse weather.
Weather still affected the 2026 crop
The season was not without challenges. Storms and strong winds towards the end of the harvest period in the Ceres and Villiersdorp areas caused bruising and fruit losses as apples were blown from trees. Earlier in the season, however, strong market demand supported continued growth in export programmes.
South Africa is a major Pink Lady supplier
South Africa has built a long-standing apple trade with the UK and Europe, and Pink Lady has become an important part of that relationship. The cultivar was developed for production in both hemispheres, allowing retailers to maintain year-round supply.
South Africa now supplies around 80% of Southern Hemisphere Pink Lady apples, with local growers playing an important role in maintaining availability for European and UK customers during the northern hemisphere off-season. Within South Africa’s own export mix, Pink Lady and Cripps Pink together account for close to nine million MK6-equivalent cartons, making the category the country’s second-largest apple export grouping after Gala.
Why this matters for South African apple growers
The growth in Pink Lady shipments shows the value of combining the right cultivar with strong branding, consistent quality and reliable seasonal supply. For growers, premium branded varieties can provide an alternative to competing purely on volume in established markets. The result also highlights the benefit of South Africa’s diverse production regions, which can help spread climatic risk and support a longer, more consistent supply programme. As competition in global apple markets increases, the ability to deliver fruit with the colour, eating quality and consistency expected by major retailers will remain central to maintaining and growing South Africa’s position in the UK and Europe.