Paving the way for the future of South Africa’s deciduous fruit industry, we learn how Culdevco is leveraging strategic partnerships and advancing the welfare of the nation’s growers to ensure the sector’s success. Mishkaat Anderson, General Manager, gives us the full lowdown.
COMMERCIALISING AND MARKETING CULTIVARS
Having successfully operated across South Africa (SA) over the past 20 years, Culdevco is a prominent player in the international arena of deciduous fruit licencing, specialising in the development and commercialisation of locally bred cultivars and new fruit varieties.
By collaborating with leading breeding programmes, partners, and marketers worldwide, including the Agricultural Research Council (ARC), Culdevco delivers high-quality, unique food varieties to South African consumers.
The company’s portfolio comprises a vast range of deciduous fruits, such as apples, pears, peaches, plums, nectarines, and table grapes known for their superior taste, appearance, and market appeal.
“Our unwavering commitment to quality and relentless pursuit of innovation has earned us a reputation as a trusted leader in the industry, providing growers with access to cutting-edge varieties that meet consumer demands and adapt to changing climatic conditions,” introduces Mishkaat Anderson, General Manager.
Through a robust network of strategic partnerships, Culdevco ensures that its partners’ licenced fruit varieties are cultivated and distributed effectively, maintaining high standards from orchard to market.
“Our approach not only enhances growers’ profitability and delivers exceptional fruit quality to consumers worldwide but also underscores the company’s pivotal role in advancing agricultural practices and supporting sustainable growth in the global fruit market,” she emphasises.
CHERRY-PICKED PARTNERSHIPS
Culdevco’s exclusive rights portfolio, comprising strategic partnerships with various stakeholders, has grown significantly to include 150 fruit varieties.
These varieties are marketed both locally and globally, demonstrating the company’s extensive reach and influence in the international deciduous fruit industry.
To ensure cultivar continuity between the Southern and Northern Hemispheres, each variety is carefully developed and selected for its unique attributes, such as improved flavour, disease resistance, and enhanced adaptability to different growing conditions.
Although Culdevco does not directly conduct fruit breeding, it leverages the expertise of its partnership with the ARC, which has a strategic approach to breeding methods that warrants close collaboration with leading global breeding programmes.
This also means that the company can guarantee that fruit varieties are cultivated and distributed efficiently, maintaining high standards of quality and marketability.
As such, Culdevco can continually introduce innovative and superior fruit varieties that meet the evolving demands of consumers and growers alike.
“Through our expansive and diverse portfolio, the company has solidified its position as a critical player in the global fruit industry, contributing to advancing agricultural practices and delivering premium fruit varieties to markets worldwide,” Anderson highlights.
OPTIMISED APPROACH
Culdevco possesses an optimised approach for identifying, evaluating, commercialising, and marketing profitable fruits, involving several strategic steps to ensure the highest quality variety and market success.
The first part of the process is the identification and evaluation of cultivars, achieved by collaborating with breeding programmes to gain an understanding of new and promising fruit varieties.
Subsequently, each potential variety undergoes rigorous evaluations based on multiple aforementioned criteria. This ensures that only the best fruits are selected for further development.
Selected varieties are then subjected to extensive field trials across differing geographical locations to assess their performance in various climates and soil conditions, which helps determine the best growing environments for each variety.
“Once a promising variety is identified, Culdevco secures exclusive rights for its commercialisation. This involves obtaining intellectual property protection to safeguard the produce,” outlines Anderson.
Subsequently, the company works closely with trusted growers, who receive the necessary support and guidance to cultivate these new varieties effectively, including sharing best practices and providing technical assistance.
Thus, Culdevco maintains strict quality control measures throughout commercialisation to ensure that fruit consistently meets international standards.
Following the commercialisation process, Culdevco, in conjunction with South African exporters, conducts comprehensive market research across SA to understand consumer preferences and trends, helping to position chosen fruit varieties effectively in the market.
As a result, the business creates a strong brand and spreads awareness and demand for its products, whilst also establishing robust distribution networks to ensure the efficient and widespread availability of fruit varieties.
Finally, the company maintains a continuous feedback loop with growers, marketers, and consumers to gather insights and improve its varieties and processes. This means that the business remains responsive to market needs and can make data-driven decisions.
“We invest in ongoing R&D to stay ahead of industry trends and continue introducing cutting-edge fruit varieties.
“This includes exploring new breeding techniques and incorporating technological advancements in agriculture,” Anderson explains.
Thus, with this optimised approach, Culdevco ensures that its portfolio of fruit varieties remains profitable and meets the highest quality, taste, and marketability standards.
“Our comprehensive strategy, from identification to marketing, enables the company to effectively bring new and desirable varieties to consumers worldwide.”
GUARANTEEING THE HIGHEST QUALITY
Culdevco collaborates with experienced evaluators and technical advisors worldwide to certify that all stakeholders remain valid and competitive across their optimised approach.
In fact, evaluators with extensive knowledge in horticulture and agriculture assess new fruit varieties by examining flavour, texture, appearance, disease resistance, and yield potential traits.
Meanwhile, technical advisors offer specialised knowledge and support, helping growers adopt best practices for cultivating varieties. This includes guidance on planting techniques, pest and disease management, and optimising harvest practices.
Each advisor also assists in incorporating advanced agricultural technologies, such as precision farming and data analytics, to enhance the efficiency and productivity of orchards growing new varieties.
Indeed, Culdevco remains committed to the welfare of its growers, who contribute practical, on-the-ground insights into cultivars.
“Their feedback on growth habits, harvest timing, and market acceptance proves invaluable for refining and selecting varieties,” Anderson insights.
Growers participate in trial programmes that provide real-world environments for testing new varieties. Their experiences help determine the suitability and commercial viability of fruit diversification.
The company also relies upon independent research institutions and organisations that provide unbiased evaluations and validations of new fruit varieties, bringing additional expertise and resources through R&D.
“Their assessments add credibility and ensure that the selection process is rigorous and transparent,” she expands.
“By leveraging cutting-edge technology, promoting sustainability, expanding our global footprint, and engaging with our strategic partners in the Northern Hemisphere, the company continues to drive innovation and growth in the market”
Mishkaat Anderson, General Manager, Culdevco
MAINTAINING GROWTH
Culdevco’s range of projects and investments clearly highlight its commitment to innovation, sustainability, and market expansion in the deciduous fruit industry.
For example, the company has been engaging in new market developments and actively expanding its global reach. This includes building strategic partnerships with international growers and distributors to introduce high-quality fruit varieties to new markets.
In addition, Culdevco actively participates in industry associations and collaborates with other stakeholders to advance the interests of the deciduous fruit sectors. These various projects and investments underscore the company’s holistic approach to advancing the industry.
“By leveraging cutting-edge technology, promoting sustainability, expanding our global footprint, and engaging with our strategic partners in the Northern Hemisphere, the company continues to drive innovation and growth in the market.
“In today’s economy, our farmers must remain competitive and agile, adapting to all aspects of the agricultural industry. Therefore, the varieties they plant must be specifically chosen for their competitive market advantage and the return on investment (ROI) they offer,” she proclaims.
This goal aligns with Culdevco’s rich history of success in commercialising and marketing fruit varieties.
For example, the company’s pome and stone fruit varieties are among the top 10 best cultivators for exporting in the world.
Evidently, the company strives to become more dominant in international markets by commercialising fruit varieties that have proven successful in SA and building on the solid foundation established over the past 20 years.
“To achieve this, it is crucial to have a thorough understanding of climate change and its impact. Consequently, Culdevco remains optimistic and committed to innovation, particularly when adopting new technologies,” Anderson concludes.
