A mere six years after entering the export market, exports of the homegrown Flash Gala apple cultivar surpassed one million cartons within a single season.
“We’re handling the largest Flash Gala crop in history, and it’s also the season with the fewest quality issues. We’re undoubtedly making great strides with the variety,” says Calla du Toit, procurement manager at Tru-Cape Fruit Marketing.
The striking red apple mutation was discovered in an Elgin Valley orchard in 2011 when there was a gap in the market for a bright red apple cultivar. Commercial orchards were planted in 2017, and export trials followed in 2019. By 2020, substantial volumes were shipped abroad.
When the bright red apple entered the Indian market, volumes of American apples were waning, enabling Flash Gala to gain a strong foothold in this market. India remains the biggest single export destination for this cultivar.
Meanwhile, targeted market development and client-specific promotions have won over even more hesitant consumers.
“Chinese consumers generally prefer striped Gala apples, but with targeted promotions, we convinced Yong Hui Superstores to carry Flash Gala. It’s been a breakthrough in the Chinese retail market. We are luring consumers with our promotional banners, encouraging them to develop an appetite for beautiful red apples. By giving them a good experience, they will return for more,” says JJ van der Spuy, commercial manager of fruit exports at Core Fruit.
He is also excited about the brand’s potential in Thailand, which reopened for South African apples at the beginning of the year after a 16-year absence.
“Thailand holds promising potential for further growth,” he says.
Tru-Cape’s foresight in registering the Flash Gala brand internationally is also credited for its success; Van der Spuy says branding is invaluable in export markets, particularly the Far East.
“A carton of Flash Gala apples with their uniform red hue is a visual standout. The packaging is eye-catching, and consumers are drawn to the brand,” says Louis du Toit, head of marketing at Dutoit Agri.
