The South African cultivar’s Flash Gala-branded apple set a record in the 2025 harvest season, of 1 478 454 cartons packed – the biggest volume since the brand’s commercial launch.
“Profitability levels have improved dramatically year on year,” said Calla du Toit, procurement manager at Tru-Cape Fruit Marketing.
“Price inflation has outpaced cost inflation, and prices have exceeded expectations.”
The bright red apple cultivar, discovered in an orchard of the respected Oak Valley Estate in Grabouw, is also a poster child for market diversification away from South Africa’s traditional agricultural export destinations, Europe and the United Kingdom, with the top three destinations for the 2025 harvest being India, Africa and the Far East.
Exports to India increased by 30%, and Africa overtook the Far East in terms of volumes received to become the cultivar’s second-largest export market. Exports to Africa increased by more than 200%. The Far East placed third, and the Middle East, where exports more than doubled, placed fourth.
The record season is already fuelling interest in expansion.
“We expect a second wave of plantings within two to three years, especially in regions where growers have had strong results,” said Du Toit.
China, Malaysia, Vietnam and Singapore made up the Far East export destinations.
African countries where the cultivar is gaining popularity include Nigeria, Ghana, and Cameroon. According to DG Malherbe, Tru-Cape’s export manager for Africa at Tru-Cape, while the consistent red colour boosts sales, the cultivar’s good shelf life and taste also make it a drawcard among African sellers.
Yet the industry is keen to diversify exports even more, and growers also want to strengthen the fruit’s export potential.
“There’s significant potential in the Middle East, Bangladesh, and the Far East,” said Louis du Toit, marketing manager at Dutoit Agri, a grower of Flash Gala.
“We also need to focus on improving storability to extend our sales window.”
