Abstract:
The fresh fruit industry in South Africa is considered the biggest contributor to the
agricultural export sector (by value) and a major source of employment. Fresh fruit exporters
operate in a challenging environment, juggling the financial challenges of competitive pricing
and foreign markets’ regulatory requirements. Although exporter-importer relationships
are key in driving export performance and sustainability, empirical research in this area is
unfortunately sparse. This white paper reports the findings of a recent study that explored
the interpersonal dynamics among 65 fresh fruit exporters in South Africa and investigated
export performance, considering quantitative targets and measures. Results revealed that
the key inter-firm relationship behaviours that drive export performance differ from those
driving sustainable exporter-importer relationships. According actions recommended
for the way forward include securing the economic viability of local fresh fruit exporters’
relationships with foreign buyers, considering the new business formula; adopting a longterm view of export markets and buyer relationships; ensuring regular, open communication
with buyers; and creating a business culture that facilitates sustainable and mutually
beneficial relationships among all stakeholders
