South Africa’s fruit industry advances water efficiency

SOUTH AFRICA – At the recent Agbiz Media Day in the Western Cape, industry leaders and journalists came together to discuss how South Africa’s fruit industry is adapting through technology, sustainability, and market-focused growth.

The event ran under the theme “Reframing the narrative on South Africa’s fruit sector” and underlined the sector’s major role in the country’s economy and rural livelihoods.

Fhumulani Ratshitanga, CEO of Fruit South Africa, said the industry is valued at about US$4.6 billion and employs more than 320,000 full-time workers, supporting around 1.28 million dependents in rural communities.

“Our goal is to balance competitiveness with fairness while ensuring that everyone in the value chain benefits,” Ratshitanga said. She noted that while progress continues, challenges around logistics, energy costs, and infrastructure reliability still affect operations and market access.

The fruit sector remains one of South Africa’s largest agricultural employers, contributing to both export earnings and rural stability. Many producers have expanded worker welfare programmes, supporting health, education, and family care in farming areas.

Tackling water scarcity through innovation

Water scarcity remains one of the most urgent concerns. Michael Esmeraldo, managing director of Netafim Southern and East Africa, explained the scale of the issue. “South Africa is officially classified as a water-scarce country and ranks among the world’s 30 driest nations,” he said.

Esmeraldo added that irrigation accounts for the largest share of national water use and supports most farm income. “Water shortages have worsened over the decades, affecting every aspect of farming. Agriculture relies heavily on irrigation, which uses the largest share of the nation’s water and supports the majority of farm income. This dependence makes efficient water management crucial, especially as drought conditions and declining water supplies intensify the challenges faced by farmers,” he said.

He pointed to technologies such as drip irrigation that help farmers use water more precisely and reduce waste. By switching systems, he said, producers can save thousands of cubic metres of water each season.

Mecia Petersen, CEO of the South African Table Grape Industry (SATI), highlighted the sector’s strong export base. “The sector spans over 19,000 hectares, involves more than 300 producers, and employs around 105,000 people across South Africa. With over 95% of its production exported, the industry is heavily reliant on international markets yet remains deeply invested in local communities,” she said.

She added that while only a small portion of fresh fruit reaches local markets, the sector strengthens food security through jobs and community support. “The sector supports food security by creating vital jobs and investing in social programmes such as on-farm daycare, aftercare centres, and bursaries for tertiary education,” Petersen said.

Speakers agreed that the fruit industry’s resilience will depend on how well it manages resources, adopts efficient technology, and strengthens ties with local communities.

As one participant noted, the sector’s story is no longer just about exports but about how growth can support both people and the environment.

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