South African Table Grapes Boost Presence in Vietnam

As the significance of Asian markets continues to rise, South African Table Grape Industry has been intensifying its efforts to further penetrate these markets. As part of these efforts, SATI recently for the first time initiated promotional activities in an Asian country other than China. From late March to mid-April, the trade association collaborated with Joy Wing Mau Asia and Fresh Fruit-X to introduce South African table grapes to Vietnamese consumers through various promotional events, including free tasting sessions at multiple supermarket chains across the country. The aim of these endeavors was to enhance the visibility and popularity of South African table grapes on the Vietnamese market.

From March 25 to 31, SATI, in partnership with Joy Wing Mau Asia and WinMart, organized a promotional week for South African table grapes at 15 WinMart outlets across Hanoi and Ho Chi Minh City. The promotion focused on seedless black and seedless green table grapes. By inviting consumers to sample varieties such as Sable, Sweet Joy, Sweet Globe and Autumn Crisp and educating them about the characteristics of South African grapes, more consumers were able to gain a clear understanding of the crispness, sweetness, freshness and affordability of South African table grapes. Sales of South African table grapes at the event stores reportedly increased by 18–22%.

Meanwhile, the marketing campaign initiated by SATI and Fresh Fruit-X ran from April 1 to April 14, encompassing 25 stores of supermarket chain Bach Hoa Xanh and reaching an average of 10,000 consumers per day. The primary varieties highlighted during this campaign were Sweet Globe and Autumn Crisp. Through promotional events including product displays and free tasting sessions, the engagement between South African table grapes and consumers was reinforced, leading to an increase in consumer demand.

The data from this campaign indicate a significant increase in daily sales volume for South African table grapes per store, with a rise of 150% compared with the same period of last year. The total sales volume at the participating stores reached 5.32 metric tons. Overall, the total retail revenue of all participating stores witnessed a year-on-year increase of 25%. 

According to surveys conducted among consumers in the stores, when considering purchasing imported table grapes, over half of Vietnamese consumers prefer South African grapes on account of their affordable prices, excellent quality and good availability during the New Year holiday, making them an ideal gift for family members.

South Africa is the world’s fourth-largest exporter of table grapes, trailing only Chile and Peru among Southern Hemisphere producers. South Africa boasts a grape export history spanning 125 years, with a total export volume of 317,382 metric tons for the 2022/23 season. The country’s diverse climatic and geographical conditions facilitate grape cultivation across the country, from north to south, encompassing a total cultivation area of nearly 20,000 hectares. This extensive geographical range also allows for a prolonged supply window that lasts from November to May.

Asian markets have emerged as among the most dynamic in recent years and their attractiveness to exporters around the world has been steadily growing. South Africa’s grape season runs counter to that of Asian countries, and with an increasing number of transportation routes connecting Africa and Asia, capturing a larger market share in Asia has become a strategic focus for SATI. The marketing activities conducted in China over the years have yielded positive results, and the promotional activities in Vietnam, albeit on a smaller scale, have also garnered favorable market feedback. Looking ahead, the South African table grape sector aims to continue to expand into Asian markets, with the goal of cultivating a fondness for the delicious grapes from South Africa among more of the region’s consumers.

Images: SATI

This article was translated from Chinese. Read the original article.