The program's remarkable growth and success can be attributed to the collective efforts of the producers, who have worked tirelessly to achieve market access in the USA that would have been impossible individually.
Origins and Development of the Summer Citrus Program
Despite the phytosanitary and logistical challenges that hampered South African access to the potentially lucrative USA market, Western Cape citrus growers banded together and established the Summer Citrus program in 1999. In an unprecedented move by South African producers, the Western Cape Citrus Producers’ Forum initiated this program by collectively chartering reefer shipping vessels for shipments, to the USA for the citrus season. The Port of Philadelphia is the program’s main port of entry. South African citrus exports enjoy duty-free access to the USA due to South Africa’s participation in AGOA, the US Growth and Opportunities Act, which was implemented by the US Government to boost trade between Africa and the US.
From a modest start of 50 tons of citrus exported in 1999, the program has seen significant growth, and the 2024 program is expected to ship around 60,000 tons. This growth highlights the dedication and strategic planning of the 350 citrus producers from the Western and Northern Cape regions, represented by the WCCPF. These producers, certified as “Citrus Black Spot Free,” have been granted exclusive access to the USA market, where their seedless citrus is promoted under the slogan “South African Summer Citrus, the Pride of our Land.”
Summer Citrus Program operations
The WCCPF charters reefer shipping vessels for the duration of the citrus season. Between June and late November, a vessel leaves from the Port of Cape Town for the USA approximately every ten days. Each vessel carries an average of 3,800 to 4,000 pallets of citrus, with the Forum expecting to charter and fill 10 to 12 vessels annually. During the past few years, the program has also included shipments aboard container vessels.
Overcoming Challenges and Ensuring Quality
To maintain and grow market share in the highly competitive American market, South African suppliers adhere to stringent quality standards. The fruit undergoes a 24-day cold sterilization process at approximately -0.5°C, starting at the port and continuing during the voyage. The Perishable Products Export Control Board PPECB acts as the USDA agent for temperature control, ensuring the fruit meets the necessary standards upon arrival in the USA.
Citrus export estimates show growth amid challenges
Economic and Employment Impact
The program has not only opened up lucrative markets for South African citrus but has also created considerable job opportunities in both South Africa and the USA. Producers trade directly with a wide range of American receivers, including major retailers such as Walmart and Costco, ensuring a steady demand for their high-quality fruit. This direct trading, coupled with coordinated quality control, shipping logistics, and promotional activities, has made the program a cornerstone of the South African citrus export sector.
The good returns growers receive from this program have resulted in the considerable expansion of citrus production in South Africa’s Western Cape and Northern Cape provinces. Over the past decade, this initiative has boosted citrus exports to the US by 60%. The current growth is attributed to higher mandarin production and demand in the US, alongside increased shipments of oranges, particularly summer navels, spurred by heightened consumer demand for vitamin C amid the Covid-19 pandemic. Throughout the Western Cape, citrus orchards have made significant inroads in regions which traditionally produced deciduous fruit and wine. This citrus export program to the US supports approximately 30,000 jobs in rural areas, with an anticipated increase in employment due to the rise in exports.
The program has not only opened up lucrative markets for South African citrus but has also created considerable job opportunities in both South Africa and the USA. Photo: Lucentlands Media.
Future Prospects
The American Summer Citrus program's success over the past two decades highlights the power of collaboration and strategic planning in international trade. As the program enters its third decade, it remains a beacon of international trade success, promoting economic growth and job creation in both South Africa and the USA. With continuous innovation and adherence to stringent quality standards, the program is well-positioned to sustain its growth and continue reaping the benefits of the lucrative American market.
In Episode 46 of the Lucentlands Podcast, we spoke to Suhanra Conradie , CEO of the Summer Citrus Program. To listen to the podcast with Suhanra
