Evergreen Valley Avocado Estates (Pty) Ltd Business Plan › Marketing Strategy

13.1 Market Entry Strategy

The company’s market entry strategy is built on strategic partnerships with established export packhouses rather than direct market access. This approach minimises marketing risk, eliminates the need for proprietary cold-chain infrastructure, and provides immediate access to premium retail channels through partners with decades of market-building experience.

13.2 Packhouse Partnership Model

Evergreen Valley will enter into multi-year supply agreements with two to three leading packhouse operators. These agreements will specify:

• Minimum annual volumes and delivery schedules

• Quality specifications and grading standards

• Pricing mechanisms (typically linked to market realisations less packhouse fees)

• Payment terms (typically 30–60 days after shipment)

• Certification requirements (GlobalG.A.P., SIZA)

13.3 Brand Development

While the primary commercial model is packhouse-based marketing, the company will develop the Evergreen Valley brand for medium-term direct market positioning. Brand development activities will include farm identity and sustainability story development, participation in industry trade shows such as Fruit Logistica (Berlin) and Asia Fruit Logistica (Hong Kong), and digital marketing presence showcasing farming practices and sustainability credentials.

13.4 Pricing Strategy

Farm-gate pricing will be determined by export market realisations, less packhouse handling, packing, cold storage, and logistics costs. The company targets an average realised farm-gate price of R20,000 per ton, based on a blended portfolio of export Class 1 fruit (R24,000–R28,000/ton), domestic Class 2 fruit (R12,000–R15,000/ton), and processing grade fruit (R5,000–R8,000/ton).

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