The Johannesburg Fresh Produce Market set out to make a lasting impression on every visitor

RELATED LINKS: World to get a taste of veggies from Africa SIX emerging farmers will attend the global fresh produce exhibition Fruit Logistica in Germany, thanks to the Johannesburg Fresh Produce Market. Read more Joburg market hosts Limpopo farmers THE Johannesburg Fresh Produce Market has joined forces with the Limpopo agriculture department to educate small scale farmers about distribution. Read more Fresh produce market WHAT is the largest market in Africa, the biggest distribution channel for fresh produce in South Africa, the price-setting mechanism for fresh produce throughout the country? The Johannesburg Fresh Produce market is all three. Read more Johannesburg Fresh Produce Market FOR more information on the JFPM, click here.

The fruit looks very appetizing

Joburg market wows global fruit industry The Johannesburg Fresh Produce Market had a successful run at the international Fruit Logistica, in Germany, where locally produced fruit and vegetables proved a hit with world buyers. March 7, 2006 By Tammy O'Reilly EMERGING farmers got the opportunity to market their wares to an international audience when they attended Fruit Logistica in Berlin, courtesy of the Johannesburg Fresh Produce Market (JFPM). The market took emerging farmers from Limpopo and Mpumalanga, along with a ton of locally produced fresh produce to the northern German city for the international fruit and vegetable exhibition. About 65 countries took part. The JFPM's 26m² stand was professionally decorated, with fruit available for sampling. "I must say that our stand was one of the most beautiful ones there because not only did our fruit look good, we were confident that every single one of them tasted good too," said Wandile Masoek, the market's communications executive. "We were up against the big guns like the United States of America and we definitely didn't feel small." The JFPM had set out to make a lasting impression on every one of the 200 people that visited its stall every hour. Many people were intrigued with the range of miniature vegetables on display, such as baby potatoes, baby marrows, baby cabbages and cauliflowers. "We were already at an advantage because our fruit looks very appetizing. People buy with their eyes and they were so impressed that some of them made on-the-spot decisions to buy our fruit – and we are talking thousands of tons not a few packs. "We are the fourth biggest fresh produce market in the world and we were not afraid to fly the South African flag very high. Our aim wasn't just to sell our fruit, it was to also sell our country, the City of Johannesburg and the Johannesburg Fresh Produce Market and we did that very successfully." Speaking of the farmers that accompanied the market, he said they were serious people looking for serious business opportunities. "It was a definite eye-opening experience for them in terms of being quality conscious, and they got the chance to interact with other farmers." The 10-year-old event took place from 2 to 4 February in Berlin, in Germany. Permission to use web site material Publishers may use material from this site free of charge, as long as: Credit is given to either the "City of Johannesburg website (www.joburg.org.za)" or to "Johannesburg News Agency (www.joburg.org.za)"; If the article is used online, a link is provided to the original article on this website; The name of the article's author is acknowledged; The webmaster is informed of how and where the material is used (fill in this brief online form). Johannesburg News Agency is operated by BIG Media at 011-484-1400 Print this Page Send an online postcard E-mail this article to a friend Help using Joburg.org.za