Fruit South Africa (Fruit SA) has entered a significant phase of leadership renewal, reflecting its continued commitment to strengthening governance and advancing the strategic direction of the fruit industry.
The most recent change is the appointment of Mr Piet de Jager, newly appointed CEO of the Fresh Produce Exporters’ Forum (FPEF), who officially joined the Fruit SA board on 13 November 2025. His appointment, along with several leadership transitions that occurred earlier this year, marks a moment of positive evolution for the organisation.
Leadership Transition at Fruit SA
Appointment of Mr Piet de Jager
Mr Piet de Jager assumes his role on the Fruit SA board following his recent appointment as CEO of the Fresh Produce Exporters’ Forum. He succeeds outgoing FPEF CEO, Mr Anton Kruger, who stepped down from the Fruit SA board on 12 November 2025.
Mr De Jager brings with him extensive experience and a deep understanding of the agriculture value chain. His leadership track record and industry insight position him well to contribute to Fruit SA’s mandate of fostering collaboration and strengthening the competitiveness of the South African fruit sector.
Acknowledging the Contribution of Mr Anton Kruger
The Fruit SA board expressed its appreciation for the commitment and energy with which Mr Kruger served both the organisation and the broader industry.
“He leaves a legacy of running towards the problems that have plagued the industry, with a solution-oriented resolve,” noted Fruit SA Board Chairman, Mr Anton Rabe. “And the board looks forward to welcoming Mr de Jager and gleaning from his expertise,” he concluded.
Broader Leadership Changes in 2025
The addition of Mr De Jager is part of a wider set of leadership developments within Fruit SA this year. In April, following the retirement of two long-serving and esteemed directors, the Fruit SA board appointed three new directors. This transition signaled fresh strategic momentum and introduced a broader range of expertise to the board.
These collective changes illustrate the organisation’s forward-looking approach and its readiness to adapt and strengthen its leadership structures to ensure continued industry impact.
Fruit SA’s Strategic Role in the Industry
As the umbrella body for the fruit sector, Fruit SA plays a central role in driving industry synergy, fostering collaboration, and engaging constructively with government and sector stakeholders. Its membership includes Berries ZA, the Citrus Growers’ Association of Southern Africa, FPEF, Hortgro (representing pome- and stone-fruit growers), the South African Table Grape Industry, and the South African Subtropical Growers’ Association (representing avocado, litchi, and mango growers).
Fruit SA’s ongoing leadership renewal reflects an unwavering commitment to strengthening its strategic direction, enhancing industry cohesion, and ensuring the sector’s sustainability and global competitiveness.
The appointment of Mr Piet de Jager and the broader leadership changes implemented throughout 2025 highlight a dynamic moment of transition for Fruit SA. With renewed energy and an expanded leadership team, the organisation is well-positioned to advance its mission of supporting, promoting, and elevating the South African fruit industry in the years ahead.