By Aurelia Mbokazi-Kashe
Featured image | Photo credit: Masi Losi Ploish
Fhumulani Ratshitanga, CEO of Fruit South Africa, has carved an outstanding career in the agricultural sector, from plant pathology labs to leading one of the country’s most influential industry bodies. With nearly six years at the helm of Fruit South Africa (Fruit SA), she champions collaboration, transformation, and market access, while navigating global trade challenges. Her journey reflects resilience, expertise, and a passion for shaping a sustainable and inclusive future for South Africa’s fruit industry.
Please take us back to your earliest encounters with agriculture. How and
when did you know you wanted to be in the agricultural space? What inspired
and shaped that passion for you?
I grew up in a village where agriculture was part of everyday life, but it was never my intention to pursue it as a field of study. My initial plan was to study a BSc in Microbiology at the University of Pretoria. However, I was accepted into a Bachelor of Agricultural Science (B.Inst.Agrar) program, specialising in Plant Protection. I decided to embrace the opportunity and explore this unexpected path.
As I progressed, I was introduced to Professor Lise Korsten, head of the Plant Pathology section. Prof. Korsten became a key figure in shaping my academic journey. She introduced me to the diverse possibilities within plant pathology and afforded me invaluable opportunities. After exams, I worked in the plant pathology laboratories, gaining hands-on experience in research techniques. Occasionally, I would accompany her to the field to collect fruit samples for research, further deepening my interest and understanding of the field.
My first job was as an inspector, where I was responsible for inspecting fruit and
other products (nuts, dried fruit, fern leaves and juice concentrate) destined for international markets and cold rooms in packhouses as well as supervising the
loading of fruit into shipping containers and refrigerated trucks. This role gave me firsthand insight into the quality standards and regulatory requirements of global agricultural trade. It deepened my appreciation for the complexities of the agricultural value chain and further enhanced my exposure to the industry. From that point on, I never looked back — my interest in agriculture had evolved into a clear professional calling.
There is a perception that the South African agricultural industry is male and
pale – from farmers and throughout the value chain, and yet here you are
leading a formidable body as a woman of colour, who, I must add, has the
qualifications and qualities to lead. Would you say you are adequately
supported to thrive in your industry and are there more women who are
getting into these spaces?
I’m fortunate to have the necessary and consistent support from both the Fruit SA board and my colleagues across member associations, which makes my work significantly more manageable and effective. There is an increasing presence of formidable women in leadership positions within the industry and the agricultural sector as a whole. These women are shaping policy, driving innovation, and leading with purpose. However, this progress is not always visible beyond our immediate professional space. The broader public and even other sectors may remain unaware of the strides being made in terms of gender representation and leadership in agriculture. There’s still work to be done to amplify these stories and ensure that the transformation within the sector is more widely recognised and appreciated.
You have been at the helm of Fruit South Africa for almost six years, after
stepping in as acting CEO. To people who are not aware of the body, what
exactly does Fruit South Africa do and who does it represent?
Fruit SA is a non-profit company and an umbrella body for these local fresh fruit
associations: Berries ZA, the Citrus Growers’ Association (CGA) of Southern Africa, the Fresh Produce Exporters’ Forum (FPEF), Hortgro (representing pome- and stone-fruit growers), the South African Table Grape Industry (SATI) and the South African Subtropical Growers’ Association (Subtrop) that manages the affairs of the South African Avocado Growers’ Association (SAAGA), the South African Litchi Growers’ Association (SALGA) and the South African Mango Growers’ Association (SAMGA).
Fruit SA represents its members in providing advocacy, collaboration, coordination, and services relating to key industry matters. The organisation and its members are guided by four strategic focus areas: transformation, market access, government and stakeholder relations, and information management and communication.
From your time in government and industry bodies to leading Fruit SA, what
lessons have you learnt about the role of collaboration in strengthening South
Africa’s agricultural sector?
It is important to view the agricultural sector through a systems approach. When we do, it becomes undeniable that every part of the system is interconnected — and that we all need each other for the system to function effectively. No single player can succeed in isolation. Without collaboration across the value chain — from producers to researchers, policymakers, exporters, and consumers — progress becomes difficult and scaling becomes both costly and inefficient. True impact lies in coordinated effort and shared purpose.
The recent decision by the United States to impose a 30% tariff on South
African products has sent shockwaves through a number of industries,
including the fruit industry. What does this mean in real terms for our
producers, exporters, and workers along the value chain?
Without a doubt, the competitiveness of our exports will be affected. Also, significant investments have been made to service these markets, and any reduction or disruption in shipments poses serious risks to those investments.
What conversations is Fruit SA having with stakeholders and the government
to navigate this tariff challenge, and how are you advising South Africa’s fruit
exporters to adapt in the short term?
As Fruit SA, we are not directly involved in advising exporters. Our role has primarily been to provide information related to our exports to the United States to government.
Citrus is one of our biggest export earners, and the US is our second-largest trading partner. On a personal level, how do you manage the pressure of steering the industry through such high-stakes trade challenges?
We are also not directly involved in this aspect. However, as part of our market
access work, we engage with the relevant government departments to support and
advance our market access strategy, which focuses on gaining, retaining, and
optimising export markets. And in terms of gaining markets, we have been focusing on the Far East as part of diversification.
For emerging and black farmers looking to enter fruit farming, what are the
main barriers to entry you see, and how can these be overcome?
Beyond the usual challenges such as access to land, water, finance, and skills, the fruit industry faces the added complexity of long-term crops that require substantial capital investment for both establishment and ongoing maintenance. This makes the need for innovative financing models even more urgent. Importantly, the focus should not merely be on increasing the number of farmers in this category, but rather on ensuring the sustainability of their enterprises. This approach ensures that
adequate resources are directed where they can have the most meaningful and lasting impact.
What support or opportunities exist within the industry for small-scale farmers to break into export markets, and how can platforms like Fruit SA better serve these growers?
Transformation is one of our key priorities. Our members have committed dedicated resources and continue to implement targeted initiatives to support emerging growers, to enable their meaningful participation and long-term success within the industry.
Looking ahead, what gives you hope for the future of South Africa’s fruit
industry, and what role do you believe women leaders, both in boardrooms
and on farms, will play in shaping that future?
The industry is both innovative and solution-oriented, as evidenced by its
achievements to date. When it comes to leadership including the role of women— I believe it’s less about gender and more about capability. What matters most is having the right people, with the right skills and drive, to effectively deliver on their mandates and contribute meaningfully to the sector’s growth.
To contact Fruits SA, admin@fruitsa.co.za or (012) 007 1150
