At the 2025 IFPA Southern Africa Conference in Pretoria, industry leaders examined export readiness, market trends, and innovation as key drivers of global competitiveness for the region’s fresh produce sector.

The International Fresh Produce Association (IFPA) successfully held its fourth Southern Africa Conference on 24 July 2025 at The Capital Menlyn Maine in Pretoria.

The one-day event convened a broad cross-section of the fresh produce value chain, including growers, exporters, retailers, logistics providers, and international buyers.

Designed to facilitate dialogue and connection across the region’s produce industry, the conference focused on major topics impacting Southern Africa’s competitiveness in global markets.

These included market intelligence, export logistics, consumer trends, and the integration of technology to drive sustainability and efficiency.

IFPA Vice President of Global Industry Relations, Jessica Keller, highlighted the event’s strategic significance.

“The Southern Africa Conference is where global strategy meets local action,” Keller said. “The energy and insight shared here in Pretoria reflect the strength of Southern Africa’s fresh produce community – and its readiness to lead on the world stage.”

One of the key moments of the event came during the closing State of the Industry session, where South Africa’s Minister of Agriculture, John Steenhuisen, addressed current global trade concerns.

He spoke about the economic impact of U.S. tariffs on South African exports and stressed the importance of public-private collaboration in fostering sustainable agricultural development.

Several sessions throughout the day focused on the export landscape and global demand.

In the Global Market Insights session, speakers including Patrick Vizzone of Vertical Oceans/DiMuto, Relebohile Ramosoeu of Euromonitor International, Shubha Rawal of IG International (India), and Nico van Schalkwyk of Fruitalyst South Africa discussed how consumer behavior is shifting in key markets such as North America and India.

These insights provided valuable context for exporters aiming to adapt to international preferences.

Export readiness and logistics challenges were addressed in a dedicated session featuring Steve Alaerts of Foodcareplus Logistics NV and Werner van Rooyen of the Fresh Produce Exporters Forum.

The speakers emphasized the need for Southern African producers to align with global compliance standards and highlighted the strategic importance of the European Union as a target export destination.

The role of innovation and technology in improving the region’s agricultural output was another focal point.

In the Tech & Innovation session, IFPA Chief Science Officer Dr. Max Teplitski presented on the tools and technologies enhancing sustainability, operational efficiency, and food safety throughout the produce supply chain.

Reflecting on the conference, Jaco Oosthuizen, CEO of RSA Group and Chairperson of the IFPA South Africa Country Council, noted the value of the discussions and their long-term impact on the region’s competitiveness.

“The conversations we had – from logistics to market access – will help shape a more connected, competitive, and resilient future for Southern African producers,” Oosthuizen said.

With strong engagement and a focused agenda, the 2025 Southern Africa Conference reinforced IFPA’s commitment to supporting regional producers through advocacy, education, and innovation.

By facilitating direct interaction among stakeholders and providing actionable market intelligence, the event underscored Southern Africa’s readiness to expand its role in the global fresh produce economy.