Vitafresh Produce, a major UK fresh produce importer, has established a new branch in South Africa, signaling its commitment to sourcing primarily from the country for its global markets.
Major UK fresh produce importer Vitafresh Produce is making South Africa its main source country for global markets. The company officially launched a new branch in South Africa in November 2024, marking a strategic move to solidify the country as its primary supplier. Daniel Badger, Managing Director of Vitafresh Produce in the UK, relocated to South Africa in May 2024 to oversee the setup of the new operation.
While prioritizing South African produce, Vitafresh is also expanding its product range to include items from around the world like limes, peppers, figs, sweet potatoes, melons, and more. To ensure year-round supply and diversify its portfolio, Badger and his team have been establishing connections with growers and exporters in other African countries. A recent trip to Egypt, a key emerging market for Vitafresh, allowed them to forge new partnerships and secure a year-round supply of citrus. These products will complement South African exports and broaden the company’s offerings to its global customer base
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