BETKO NEWS

BETKO FRESH PRODUCE OFFERS THE HIGHEST QUALITY FRUIT

Innovative Branding puts Betko at Forefront

13 January 2008

Innovative branding and packing concepts are the reasons why South African exporter, Betko Fresh Produce, is fast becoming one of the leading players in the South African pome export industry.

The Betko brand is already well known in both the international and local markets, and recently Goal Fruit has been added as a second brand to demonstrate commitment to South Africa’s hosting of the 2010 Soccer World Cup. In doing so Betko moved smartly to the front of the line of South African exporters utilizing the 2010 World Cup in their marketing initiatives. 

Japie Groenewald, founder of Betko Fresh Produce, says, in a soccer-mad country, expectations for the 2010 World Cup are extremely high. “We must be part of it and we will use the opportunities to also promote our apples and pears against the background of the event.”

Betko was founded a only ten years ago when South Africa deregulated its deciduous and citrus industries. Since then the company, which is owned by Japie Groenewald and his family, expanded rapidly, today boasting a modern cold storage and packing facility located on the outskirts of Villiersdorp in the Vyeboom region of South Africa’s Western Cape Province. Betko annually packs 48 000 tons of apples and pears. Of this volume 80% represents apples. The pack house and cold storage complex has 72 Controlled Atmosphere rooms with a total capacity of 98 000 bulk bins.

In its relatively short existence Betko has made its mark in the South African export sector. It also played a key role in developing a viable market for bagged South African apples in the United Kingdom, opening up new marketing opportunities for South African producers.

Betko’s range of products include six popular pear varieties, namely William’s BC, Packham’s Triumph, Rosemarie, Abate Fetel, Golden Russet Bosc and Forelle. The apple range includes Panorama Golden, Royal Gala, Golden Delicious, Fuji, Topred, Granny Smith, Braeburn, Pink Lady/Cripps Pink and Sundowner/Cripps Red.

The Groenewald farms, Oubos and Sunnyside, which are located along the Riviersonderend (River without End) deliver 26% of the annual volume, while 22 growers from the Vyeboom Valley also supply their fruit to Betko for packing and marketing.

Mr Groenewald says Betko’s fruit are grown and packed under strict quality protocols and all the orchards delivering fruit to the pack house are EurepGap certified. Samples of all packed fruit are inspected by the central quality assurance organisation, PPECB, before it is dispatched to customers around the world.

Betko is a people’s business, with more than 400 permanent work opportunities being provided to the local community. In season additional staff is employed, bringing total employment to more than 550 people.

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