When life gives you lemons, stock up on Vitamin C!

With the coldest part of winter slowly creeping in on us, we all need an extra boost of vitamin C to keep the flu at bay. In a proactive effort to stay healthy during the colder months, we suggest paying close attention to consuming the recommended daily allowance of vitamin C, which is 75-90 milligrams (mg) for adults. That’s where citrus comes in. This type of fruit is characterized by a leathery rind that encases juicy segments, such as oranges, lemons, grapefruit and lime.

South Africa- the world’s second largest citrus exporter

Did you know that South Africa is the 2^nd largest citrus exporter in the world? This means that our country undoubtedly boasts some of the best varieties on offer. While the rest of the world waits for S.A exports to reach their stores, we are lucky enough to have the world’s best citrus farmers right here on our doorsteps. Not only do these nutrient-rich foods provide us with the best combination of sweet and sour, but they also provide us with a range of health benefits including:

• One medium orange provides 100% of your daily recommended vitamin C intake.
• Vitamin C boosts immunity and is great for keeping your skin looking smooth.
• Citrus is rich in vitamins and plant compounds including vitamin B, potassium, and magnesium.
• Citrus is high in antioxidants and is also a natural anti-inflammatory.

Grow, its markets, and overall citrus sales

At Grow, our fresh produce agency consists of 5 companies including BothaRoodt, Green Network, Marco, Noordvaal and Port Natal. Together, we have a strong presence on the Joburg, Tshwane and Durban Markets. Here’s a look at the amount of citrus that was sold on the Joburg Fresh Produce Market from January 2019 – April 2021, as well as the accompanying price per kilogram.

Identifying trends in the fresh produce industry

At first glance, the above graph seems to provide normal month-to-month information, however, it also illustrates a key trend that is seen throughout the fresh produce industry: when demand increases, or volume decreases, price automatically increases, and vice versa. From the above graph, it is evident that citrus is seasonal during the winter months in South Africa. As volume gradually increases, the price declines to ensure that our consumers get the necessary vitamins in the cold winter months.

Selling citrus during the peak of the COVID-19 pandemic

Throughout 2020, we were incredibly pleased to see that citrus sales did well throughout the year. With the rise of the COVID-19 pandemic during this time, we found comfort in the fact that our country continued consuming nutrient-dense foods such as citrus. To put these sales into perspective, from January – December 2020, citrus sales throughout the three markets totalled R681 090 866.93. This was incredibly important to see, as it meant that many farmers managed to stay in business, even amidst the current world-wide crisis.

Here’s a look at how the R681 090 866.93 turnover was split across the various markets.

If you’re looking to boost your Vitamin C intake with the freshest oranges, naartjies and everything in between, visit us at either the Joburg Market, Tshwane Market or the Durban Market. Be sure to get in before the 5am market rush hits our floors!