Lucentlands Podcast

In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to Adolf Kieviet, Managing Director of Freshworld (Pty) Ltd, about the broader fresh produce industry in South Africa, the role of Freshworld within the RSA Group, and the major opportunities still waiting to be unlocked across fruit, vegetables, retail and export markets.

Freshworld is based in Stellenbosch and manages export activities linked to the RSA Group, one of South Africa’s major fresh produce wholesale businesses. Adolf explains how Freshworld operates across a wide range of commodities, including citrus, avocados, apples, pears, stone fruit, blueberries, vegetables, kiwifruit and grapes. While citrus remains a major focus, this conversation opens up a much wider discussion about the future of fresh produce in South Africa.

A key theme in this episode is the untapped opportunity for South African vegetables in export markets. Adolf explains why the fruit industry has become highly organised, export-focused and professionally structured, while the vegetable sector remains more fragmented and domestically orientated. He discusses the potential for South Africa to supply vegetables into markets such as the Middle East and Asia, provided the industry can improve consistency, specifications, certification, packaging, traceability and logistics.

The conversation also explores the difference between formal and informal exports, especially into neighbouring Southern African countries. Adolf highlights the importance of not treating regional markets as dumping grounds, but rather as important customers that deserve quality, consistency and proper market development.

As the current South African country chair for the International Fresh Produce Association, Adolf also explains the role of IFPA and why cross-cutting industry issues such as food safety, traceability, packaging, sustainability, logistics, labelling, nutrition, food waste and government engagement need stronger collective attention.

Key topics covered in this episode include:

• The role of Freshworld and the RSA Group in South African fresh produce

• Citrus, avocados, apples, pears, stone fruit, blueberries, kiwifruit, grapes and vegetables

• Why South African vegetable exports remain underdeveloped

• Opportunities in the Middle East, Asia and Southern African markets

• Formal versus informal fresh produce exports

• Packaging, certification, traceability and GlobalG.A.P. requirements

• The role of PPECB in export readiness and cold chain standards

• Why vegetables need stronger industry organisation

• The role of IFPA in South Africa and globally

• Fresh produce marketing, retail education and consumer awareness

• Food safety, nutrition, food waste and logistics

• Why fresh produce needs a stronger voice in public health and policy discussions

• The importance of young people in the fresh produce industry

Adolf also shares his personal journey into the fresh produce sector, from growing up around the industry to working across African markets and eventually becoming part of Freshworld. He reflects on why fresh produce is a people’s business, why no two days are the same, and why young people should seriously consider agriculture and fresh produce as a dynamic career path.

More about Freshworld: https://www.freshworld.co.za/about-us/Connect with us:

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This podcast is proudly sponsored by Agrarius. Find out more: ⁠https://www.agrarius.co.za/?ref=recR9vP8u5CYfEOek&utm_source=lucentlands&utm_medium=referral&utm_campaign=LucentLandsPromo⁠