Petzer, Daniël JohannesMatthee, MKuhn, S. Wde Villiers, V2023-05-242023-05-2420232023Petzer, D. J., Matthee, M., Kuhn, S. W., & de Villiers, V. (2023). South Africa's fresh fruit industry: Optimising export performance and securing sustainable exporter-importer relationships. Henley Business School, GIBS, Stellenbosch University.http://hdl.handle.net/2263/90788The 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 stakeholdersen© 2023 University of Pretoria. All rights reserved. The copyright in this work vests in the University of PretoriaExport performanceExporter-importer relationshipFresh fruitinter-firm relationship behavioursWorking Paper