ClemenGold® is more than just a deliciously sweet and aromatic soft citrus; it’s a meticulously nurtured product, hand-picked by selected growers, embodying a perfect harmony of fertile soil, warm sunshine, and dedicated care. This commitment translates into a consistently high-quality eating experience, making ClemenGold® the winning product in the heart of citrus season. As South Africa embraces the peak citrus season, a truly golden success story unfolds in retailers nationwide, proving that true success always follows “The Golden Way.”
This remarkable journey began with the vision of Abraham van Rooyen, often hailed as the “father of ClemenGold®” in South Africa, who championed the introduction of the Nadorcott mandarin and its transformation into a global brand.
From Limpopo Vision to Global Brand
This enduring legacy is a testament to three decades of relentless innovation and an unwavering commitment to quality by the ANB Group, ClemenGold®’s parent company. This dedication has not only transformed the agricultural landscape but has also delighted consumers around the world.
The journey began with a visionary move: the introduction of the Nadorcott mandarin variety to South Africa. Spearheaded by Citrogold, with pivotal support from Du Roi Nursery, this seedless, easy-to-peel, and exquisitely flavoured mandarin quickly became a game-changer. Today, over 5,000 hectares of Nadorcott orchards flourish across South Africa, with a significant portion concentrated in Limpopo, the country’s leading citrus-producing province. This premium fruit is marketed globally under the renowned ClemenGold® brand by Fruitalyst.
Today, ClemenGold® is enjoyed in over 40 countries across Africa, the Middle East, Asia, Europe, and North America—making it a true ambassador of South African agricultural excellence and a symbol of the country’s ability to deliver premium citrus to the world.
The daring decision to brand fruit, a novel concept at the time, proved to be instrumental. By investing in a consumer-facing brand, establishing stringent quality standards, and forging strong relationships with key retailers like Woolworths, ANB showcased the immense potential of premium citrus. This strategy demonstrated that strong branding, backed by marketing excellence and an integrated value chain, is the safest path to sustainable market success for all producers.
Unprecedented Retail Recognition and Strategic Partnerships
ClemenGold®’s commitment to excellence extends to every stage of its operation. During July a significant milestone underscores its unique market position: Woolworths, South Africa’s leading premium retailer, dedicated a number of full-sized shop window displays nationwide exclusively to ClemenGold®. As Adéle Ackermann, Marketing Manager of ClemenGold® International, notes, “This kind of marketing creates more than visual impact; it reflects years of strategic brand-building.”
Innovation Beyond the Orchard
Beyond the orchard, ANB’s innovation is driven by CITRII (Continuous Improvement Through Research, Innovation and Intelligence), a centre of excellence established in 2018. This initiative harnesses technology and expert knowledge to optimise production and planning, ensuring consistent, superior fruit. Notably, key ANB Group operations, including Du Roi Nursery and Du Roi Laboratory, are strategically located in Letsitele, Limpopo, serving as a flagship hub for plant technology and production. These entities continue to lead with biosecure structures, cutting-edge potting techniques, and serving the global banana industry with ISO-accredited tissue culture facilities.
It’s a testament to how innovation, quality, and a profound understanding of the consumer can turn ClemenGold® from a fruit into a cherished global brand.