South Africa is expanding its avocado exports to China, with the recent shipment of a 40ft container containing 21 tons of avocados in 2024. This represents just 0.03% of the country’s total avocado exports, which amount to 81,012 tons. Derek Donkin, CEO of the South African Subtropical Growers’ Association, sees significant potential for growth in the Chinese market, especially with its rapidly growing upper-middle class.
Hans Boyum, commercial director for Africa at Westfalia Fruit, shares this optimism, pointing to rising consumer awareness of avocados’ health benefits as a key factor driving demand. “South Africa can position itself as a reliable supplier offering fresher products, thanks to shorter shipping times compared to competitors,” Boyum said. He also highlighted the importance of market education and distribution networks, suggesting that China could become a major destination for South African avocados in the future.
The first shipment from Westfalia Fruit was intended to test compliance with China’s import protocols and assess the market’s reception of Hass avocados. “Based on the success of the initial shipment, we are confident that we can increase exports during the 2025 season,” Boyum added. While Hass remains the most popular variety, other types like Fuerte have also gained traction in certain Asian markets.
Boyum acknowledged the challenge of building consumer awareness in China, where avocados are still relatively new. South African exporters face stiff competition from established suppliers. He warned that the Chinese market can be sensitive to oversupply, noting that sudden surges in supply without corresponding demand have historically led to price drops.
Success in the Chinese market will depend on logistics, regulatory compliance, quality control, and strong partnerships. Westfalia Fruit is focusing on market education, retailer relationships, and maintaining high-quality standards to establish South African avocados as a premium product.
In addition to China, South Africa has gained access to the Indian market, though high import tariffs remain a significant hurdle. Donkin stressed the importance of a trade agreement with India to fully leverage this opportunity. Currently, 95% of South Africa’s avocado exports go to the EU, UK, Russia, and the Baltic states, with 2.5% directed to the Middle East.