In Episode 147 of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to Trevor Dukes, CEO of The Fruit Farm Group South Africa, about the changing realities of farming, fruit exports and the international fresh produce supply chain. Having worked across farming, packhouses, procurement, exports and international fresh produce markets, Trevor brings a valuable understanding of the journey from the orchard to the retail shelf. He explains why fresh produce remains a hands-on business, why every season requires a different response and why “the devil is in the detail.” The Fruit Farm Group operates as a modern producer, packer and exporter. Its South African activities span subtropical and deciduous fruit, including avocados, apples, pears, bananas, mangoes and litchis. The business combines its own farms and packhouses with grower partnerships and international commercial relationships. Trevor discusses how relationships between growers, exporters, importers and retailers have evolved. Security of supply is no longer enough: modern supply chains must deliver consistently throughout the year while addressing sustainability, affordability, accessibility and changing consumer expectations. The conversation also examines South Africa’s expanding market access. New opportunities, particularly in Asian markets, could support future growth, but Trevor cautions that market access is not a silver bullet. South African exporters still need to understand each market, establish reliable supply chains, compete for shelf space and create a clear point of difference. Key insights from the conversation • Why every agricultural season is different and businesses must remain agile • How The Fruit Farm Group connects production, packing and exporting • The value of combining farming experience with commercial market knowledge • Why South Africa’s avocado sector is exploring new production regions • How new export markets must be developed through careful, long-term building blocks • Why South African fruit enjoys a positive international reputation • The influence of retailers and consumers on modern fresh produce supply chains • How convenience helped elevate ripe-and-ready avocados in retail markets • The growing importance of genetics, new varieties, automation and agricultural technology • How global industry networks create opportunities for learning and commercial collaboration • Why simplicity and a clear focus can help businesses find better solutions Trevor also explains what happens when an avocado is “triggered” or partially ripened, how ripe-and-ready fruit is assessed and why consistency is essential when supplying retailers and consumers. Despite challenges involving ports, infrastructure and supply-chain execution, Trevor remains positive about South African agriculture. Investment in orchards, varieties, genetics, technology, cold storage and production infrastructure continues across the country’s fruit industries. His central message is clear: success depends on understanding the product, remaining close to production, adapting to changing circumstances and building solutions that create value from the farm through to the consumer. Connect with us: Website: https://lucentlands.co.za/ Instagram: https://www.instagram.com/lucentlandsmedia/ Facebook: https://www.facebook.com/lucentlandsmedia LinkedIn: https://www.linkedin.com/company/lucentlandsmedia/ Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1
