The global fresh produce industry is operating in an increasingly complex environment. Geopolitical tensions, trade disruptions, changing consumer demand, logistics challenges and currency volatility have become part of everyday business. For South African growers, producing exceptional fruit remains critical, but securing sustainable returns increasingly depends on having the right commercial partner.
At Safresco, we believe that long-term success comes from building strong partnerships with growers and providing access to a diversified, resilient route to market.
As part of the Citri&Co group, one of the world’s leading fresh produce companies, Safresco combines farming, packing, exporting and international marketing under a single integrated structure. This vertical integration provides a significant advantage in today’s volatile environment. By being actively involved throughout the value chain, we are able to make decisions based on real-time market intelligence, customer demand and supply chain dynamics, ensuring that growers benefit from informed commercial strategies rather than simply reacting to market conditions.
Instead of specialising in a single or limited markets, Safresco has developed a broad and diversified commercial platform. Our fruit reaches customers across Europe, North America, the Middle East, Asia and the domestic market. We work with top international retailers in each market, food service operators and strategic wholesales. This diversity reduces dependence on any single market, customer or region and helps mitigate the impact of political uncertainty, trade barriers or economic downturns.
For growers, diversification is becoming one of the most important tools for managing risk. Events in recent years have demonstrated how quickly markets can change. Conflicts affecting global shipping routes, changing import regulations, currency fluctuations and supply chain disruptions can all influence returns.
A diversified commercial network allows fruit to be redirected and marketed through multiple channels, protecting value and ensuring continuity.
Safresco’s own farming operations provide additional advantages for our grower partners. Managing more than 1,300 hectares of citrus, together with two packhouses in the Eastern Cape, allows us to remain closely connected to production realities. We understand the challenges growers face because we face them ourselves. This practical experience helps us evaluate new varieties, production techniques, netting systems and post-harvest innovations before implementing proven solutions across our broader grower network.
Partnership is central to our growth strategy. Over the past five years, Safresco has more than doubled the volume sourced from third-party growers while building long-term relationships across South Africa’s major citrus regions. These partnerships are structured to create mutual value through transparency, technical support, efficient logistics and access to global markets.
Being part of Citri&Co further strengthens this offering. With more than one million tonnes of fruit sold annually across multiple product categories and origins, the group provides year-round customer relationships and market presence that few companies can match. This scale creates opportunities for stronger retailer programmes, improved market access and enhanced commercial stability.
In uncertain times, growers need more than a buyer. They need a partner with the operational expertise, commercial reach and financial strength to navigate changing global conditions.
At Safresco, our objective is simple: to combine world-class production with world-class market access, creating sustainable value for growers today and long into the future. 
