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Jacques Moolman

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Tru-Cape: now for a bigger slice of the fruit market pie

By Denene Erasmus

31 Dec 2014

Tru-Cape Fruit Marketing's supply of apples and pears is growing - and so are its marketing ambitions. The company plans to increase market share in Africa, the Middle East and the Far East, says Tru-Cape MD Roelf Pienaar.

What were the main highlights and challenges of your first year as managing director of Tru-Cape?

Tru-Cape: now for a bigger slice of the fruit market pie

It has been a massive adjustment and challenge to go from a retail environment at Pick n Pay, where I dealt with suppliers, to an agribusiness where I had to deal with retailers. But because of my background in finances and the retail sector, I came with a fresh approach to the fruit industry. In the retail business I was driven by operating plans, budgeting and strategising, and I've been able to bring that ability to strategise to the table and apply it in fruit marketing...

Read the full story on http://www.farmersweekly.co.za/.

Source: Farmer's Weekly

Farmer’s Weekly has a long and proud history of serving South Africa’s agricultural industry. Throughout the years, Farmer’s Weekly has been a clarion for South Africa’s farming community and, the magazine remains fully committed to its original undertaking – the advancement of the interests of farmers and their industry.

Go to: www.farmersweekly.co.za