The 2025 cherry season in Ceres has begun with trees heavy with glossy red fruit, thanks to exceptional spring weather. Tru-Cape’s procurement director, Calla du Toit, says a combination of good rainfall and warm sunshine before and during flowering resulted in excellent pollination and fruit set. Early sugar readings above 25° Brix point to cherries that are especially sweet and juicy. “Everything points to a season of exceptional quality,” Du Toit confirms.
A Promising Harvest for Ceres
This year’s crop is expected to be 5–7% larger than last season. Producer Deon Malherbe from Eselfontein farm notes that established orchards are performing strongly, while young blocks are bearing fruit for the first time. The harvest has also started a week earlier than in 2024, giving Tru-Cape more time to supply cherries during the peak Christmas demand.
“Cherries are much higher on consumers’ shopping lists in the run-up to Christmas,” Du Toit explains. The earlier harvest extends the marketing window and is expected to boost sales. Nico Verhoef of Witzenberg Properties describes the season as exciting but also nerve-racking, with producers closely monitoring fruit size.
Investment in Cooling and Quality
Witzenberg Properties has invested heavily in cooling infrastructure to preserve fruit quality. Faster hydro-cooling, smaller transport loads, and more frequent deliveries to packhouses ensure fruit temperatures drop quickly after picking. With loadshedding less of a concern than in previous years, producers can now maintain a more reliable cold chain, extending shelf life and freshness.
Expanding Markets
While most cherries will still be consumed locally — including under Tru-Cape’s new “My Cherry” brand — the company is also focusing on exports. Europe and the UK remain strong destinations, but Tru-Cape is testing shared freight shipments alongside airfreight to improve efficiency.
A highlight of the season will be the visit of a Chinese trade delegation, a crucial step toward gaining access to China. “South Africa has a two- to three-week advantage before Chile enters the market,” Du Toit explains. “That short window could be extremely valuable.”
Meeting Market Demands
Globally, buyers increasingly demand cherries of 24 mm or larger, prompting Tru-Cape producers to adapt orchard practices and test new cultivars and rootstocks. Domestically, Tru-Cape also aims to make cherries more affordable and accessible, moving them beyond a luxury fruit.
Sustainability and Community Spirit
Sustainability remains central to Tru-Cape’s strategy. Growers are adopting eco-friendly packaging made partly from recycled paper to reduce plastic use, while planting fynbos around orchards to support biodiversity and pollination.
Ceres continues to lead South Africa’s cherry industry, with the largest area under cherry cultivation. Local pride is strong as the town gears up for the annual Ceres Cherry Festival in early December. “There’s a real buzz in town,” says Verhoef. “Everyone is coming together to celebrate and promote cherries this season.”
A Season of Optimism
With near-perfect weather, upgraded cooling systems, new export opportunities, and growing consumer enthusiasm, Tru-Cape’s 2025 cherry season is set to be one of abundance and innovation — a celebration of cherries as nature’s perfect little gifts.