Well Pict South Africa Leading The Supply Of Sabrosa

Well Pict European South Africa supplies strawberries and raspberries to the UK, and, according to the company’s Chris Charter, strong demand for southern-hemisphere berries has been driven by a number of factors, most notably the quality and varietal selection available.

“Well Pict is the only berry company supplying the strawberry variety Sabrosa to the UK at this time of year from South Africa,” Charter says.  “Well Pict decided long ago that you can’t supply just any variety to the consumer; it has to deliver in terms of eating quality and on-shelf presence.”

When questioned about competition from other southern-hemisphere berry producers, Charter is unfazed. He says: “Australia and South America have other preferential markets – South East Asia and North America – and the distance from Europe is a restricting factor. One of our competitive advantages is therefore our proximity to the European markets and our lower labour costs.”

Charter feels that the UK represents a good investment for South Africa, although he emphasises that growers must ensure they are producing the right varieties and quality of product.

“It takes many years of planning, investments and an element of trial and error, and also at times joy and anguish, to get us to where we are today,” Charter says. “The barriers to entry are significant – South Africa is not an easy country in which to establish such a business. But training and technical skills along with knowledge transfer are ongoing, as is the case with all our farms. This helps us to fine tune our business and therefore become more competitive.”

Well Pict takes advantage of the wide range of different berry varieties it has to hand. “Some come from California, some from Europe – a combination really to make up the supply needed over the season,” Charter explains.

Furthermore, Well Pict is increasing its production capacity but acknowledges that airline space remains the sector’s greatest challenge. In terms of opportunities, Charter is optimistic. “The opportunities are limitless – the eastern European market is untapped at this stage,”