South Africa firmly established its position as a high-tech, reliable fresh produce supplier at the global trade show Fruit Attraction 2025 last week. Held from 30 September to 2 October in Madrid, the record-breaking event was greatly attended by suppliers from across the globe looking to solidify or expand their European export markets. While the fair was dominated by talk of high European production costs and strained logistics, the South African narrative focused on a proactive solution: the unveiling of an advanced digital model to future-proof its entire export chain.
The South African Table Grape Industry (SATI), in partnership with Transnova, announced the critical Phase 2 results of its prescriptive logistics model, transforming it into a tactical, real-time decision-making tool.
Digital Twin Moves to Tactical Planning
The model, which utilises digital twin technology to replicate and simulate the complex export supply chain, has shifted from high-level insights to providing actionable, regional-level plans. During the 2024/25 export season, the tool was run fortnightly, producing regionalised container allocation strategies presented across ten grower sessions.
This tactical focus is vital for mitigating the logistical risks that have plagued South African ports in recent years. By providing growers with optimal route-to-market plans under different port conditions, the model demonstrates the specific cost-saving benefits of following an optimal strategy and highlights the losses incurred by failing to react to disruptions.
Mecia Petersen, CEO of SATI, underscored the significance of the move. “Phase 2 has proven the model’s tactical value. For the first time, producers can see clear, region-specific options to navigate disruptions and protect margins. It’s a step-change for our industry,” she said.
SA Market Impact Confirmed
The strong, technology-backed presence of South African produce was not just a domestic success story; it had an immediate and measurable impact on competitors.
In a key market indicator reported at the fair, Spanish growers voiced concerns over high local production costs and an expected small citrus harvest. Most tellingly, they cited a “big overlap” with mandarins from South Africa as a reason they were delaying the start of their own citrus campaigns. This confirmed that South Africa’s export volumes are strategically timed and competitive enough to force a re-evaluation by local European producers.
The event served as the premier stage for finalising sales programmes, and South Africa’s emphasis on data-driven reliability provided a clear competitive advantage for local suppliers over rivals focused primarily on market access compliance.
Securing National Export Resilience
The ultimate vision for the logistics model extends far beyond table grapes, making this a strategic national announcement. Plans are already underway to expand the model to other key fresh produce exports, such as citrus and stone fruit, creating a unified, holistic view of the country’s perishable export chain.
This expansion is about national economic resilience and maintaining South Africa’s global reputation. Carsten Schubert, MD of Transnova, highlighted the broader implications: “This is more than a logistics tool — it’s a competitive advantage. By expanding it across fresh produce sectors, we can strengthen South Africa’s position in global markets while reducing costs and risks for exporters.”
Fruit Attraction 2025 was a definitive success for South Africa, proving that its strategy of combining quality produce with cutting-edge digital technology is the key to remaining a trusted, resilient, and commercially sustainable supplier in a fiercely competitive global market.