Tru-Cape recently hosted a group of MBA students from Harvard Business School at its Somerset West offices as part of the school’s prestigious Immersive Field Course (IFC).
The visit formed part of an experiential learning programme designed to give second-year MBA students real-world exposure to complex business challenges in international markets.
Experiential Learning Beyond the Classroom
The Immersive Field Course is a cornerstone of Harvard Business School’s two-year MBA programme. It allows students to work off campus on live business projects, engaging directly with host organisations, senior leadership, and industry experts.
For this particular project, students were tasked with identifying the optimal go-to-market strategy for launching a new premium apple variety in the highly competitive United Kingdom market. The objective was to maximise profitability while building a strong and sustainable brand presence.
Tackling the Challenges of the UK Market
For Tru-Cape, the collaboration provided valuable external insight into one of its most important export destinations. The UK market is known for being highly prescriptive, with limited shelf space, price-sensitive consumers, and strong habitual purchasing behaviour.
Working closely with Tru-Cape’s management and technical teams, the students analysed consumer preferences, pricing structures, and distribution dynamics. Particular emphasis was placed on ensuring that any premium strategy would remain sustainable for producers in the Ceres and Grabouw growing regions.
“Understanding consumer preferences, pricing, and distribution dynamics are invaluable when introducing premium apples to the UK market and building a brand that consumers can trust and love,” said Roelf Pienaar, Managing Director of Tru-Cape.
Innovative Recommendations for Premium Growth
The students presented a range of forward-thinking recommendations aimed at differentiating the product and expanding market reach. These included influencer-led storytelling to strengthen brand identity, targeting high-frequency, health-orientated online shoppers, and introducing innovative packaging solutions.
Additional strategies focused on expanding the customer base and increasing brand awareness through luxury gifting, creating a halo effect around the premium apple offering, and capitalising on a promising demographic shift that includes health-conscious male shoppers.