Lucentlands Podcast | Harvesting Agriculture Knowledge

• Branding Fruit – The Stories Behind Pink Lady & Clemengold | Episode 100

  This podcast is proudly sponsored by Agrarius. Find out more: https://www.agrarius.co.za/?ref=recR9vP8u5CYfEOek&utm_source=lucentlands&utm_medium=referral&utm_campaign=LucentLandsPromoVisit our agricultural stock site: https://lucentlands.smugmug.com/In this milestone 100th episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie sit down with two of the most influential figures in global fruit branding — Abs van Rooyen, the visionary behind Clemengold, and Peter Dahl, founding chairman of the Pink Lady International Alliance.Together, they unpack the fascinating journeys of how these two fruit brands became household names — Pink Lady redefining the apple category globally, and Clemengold transforming South Africa’s citrus landscape.Peter shares the origins of Pink Lady in Western Australia in the 1970s, how government breeders accidentally created a global icon, and the lessons learned in reclaiming control of a brand that had been sold across the world. Abs traces the evolution of Clemengold from a nursery venture to a fully fledged brand — built through innovation, quality control, and an exclusive retail partnership with Woolworths.This episode offers an inside look at what it takes to turn fruit into a brand: from strict licensing and marketing discipline to decades-long investments in consumer trust. It’s a conversation about vision, persistence, and the art of transforming agriculture into global storytelling.Key Takeaways:•Brand control is everything: A brand succeeds when quality, supply, and marketing are tightly managed across the value chain.•Consistency builds trust: Taste, color, packaging, and presentation must stay uniform to create recognition.•Long-term investment pays off: Clemengold and Pink Lady both took more than a decade to reach retail success.•Partnerships matter: Exclusive collaborations (like Clemengold’s with Woolworths) and disciplined marketing (like Pink Lady’s in Europe) are crucial.•Producer ownership: Both guests stress that successful fruit brands must remain farmer-led — not retailer-owned.•Lessons for the next generation: Focus, discipline, and passion are essential if you want to turn an agricultural product into a global icon.As Abs notes: “Be an inch wide and a mile deep — not the other way around.”And Peter adds: “If you want to build a brand, you’d better be passionate about it.”Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1

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• The TRUTH About GlobalG.A.P. Audits And Why They Matter | Ep. 99

  Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1Visit our agricultural stock site: https://lucentlands.smugmug.com/In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Elmé Coertzer-Boersma, CEO of Agriya (formerly FoodPLUS, the company behind the GlobalG.A.P. standards).Elmé shares her journey from South Africa to leading a global organization, explaining why GlobalG.A.P. remains the world’s benchmark in Good Agricultural Practices, and what the transition to Agriya means for the industry.From the pressures farmers face during audits to the role of sustainability, risk management, and consumer trust, this conversation unpacks the realities of modern agriculture, food safety, and certification. We also touch on technology, AI, and how collaboration can build resilience for both commercial and smallholder farmers worldwide.Key Takeaways:•The difference between GlobalG.A.P. (standards) and Agriya (company)•Why audits matter: ensuring trust, safety, and market access•The balance between food safety, sustainability, and farmer realities•How global standards adapt to local conditions and regulations•The future of certification: AI, collaboration, and consumer transparencyConnect with Elmé on LinkedIn: https://www.linkedin.com/in/elmecoetzer/Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• Can SA Citrus Survive Tariffs? | Ep. 98

  Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1Visit our agricultural stock site: https://lucentlands.smugmug.com/In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Darci Vetter, internationally renowned Food & Agriculture Policy Expert and former U.S. Chief Agricultural Negotiator, to unpack the realities behind trade tariffs, global food security, and the shifting role of agriculture in U.S. and global policy.Darci shares insights from her career in the U.S. Senate, USDA, and the Office of the U.S. Trade Representative, where she led agricultural negotiations for the Trans-Pacific Partnership. She explains in plain language how tariffs really work, who pays for them, and what this means for producers, exporters, and consumers around the world.From South Africa’s citrus and blueberry industries to U.S. consumers’ grocery bills, Darci highlights how interconnected global food systems are — and what might come next as court cases, political negotiations, and shifting consumer pressures reshape trade policy.The conversation also touches on:•The impact of broad U.S. tariffs on farmers, exporters, and consumers•Why tariffs are essentially “taxes on food” and hit low-income families hardest•The future of U.S. agricultural research and its global role•How bilateral deals affect countries like South Africa•The tension between trade policy and public health goals•Opportunities for regenerative agriculture and supply chain transformationKey Takeaways:•Tariffs are not paid by foreign governments — they raise costs for importers and consumers.•U.S. trade policy is shaping not just economics, but also access to healthy food worldwide.•South Africa’s citrus and fruit industries are deeply exposed to U.S. tariff shifts.•Reduced U.S. investment in agricultural research could have global ripple effects.•Trade negotiations are increasingly linked to health, environment, and investment agendas.Connect with Darci on LinkedIn: https://www.linkedin.com/in/darci-vetter/Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• Why South Africa’s Food Security Depends on Research & Leadership | Ep. 97

  Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1Visit our agricultural stock site: https://lucentlands.smugmug.com/In this episode, hosts Dewald Kirsten and Louise Brodie speak with Ilse Trautmann, Deputy Director-General of Agricultural Research and Regulatory Services at the Western Cape Department of Agriculture, as she reflects on her extraordinary career and the challenges and opportunities facing agriculture today.From her beginnings in plant physiology to leading diverse teams in research, veterinary services, and agricultural economics, Ilse shares insights into the transformation of South African agriculture, the state of the ARC, and why building capacity and partnerships are crucial for the future. As she prepares for retirement, she discusses her legacy, leadership lessons, and hopes for the next generation entering agriculture.Key Takeaways:•Why research funding and capacity building are essential for South Africa’s farmers•Lessons from Ilse’s leadership journey and management philosophy•The role of soil reform, agritourism, and youth programs in securing the future of food•Behind-the-scenes challenges in government and the importance of partnerships•Ilse’s vision for agriculture beyond her official careerConnect with Ilse on LinkedIn: https://www.linkedin.com/in/ilse-trautmann-14250b17/Connect with us: Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• The Untold Story of How Science Saved South Africa’s Fruit Industry | Ep. 96

  Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1Visit our agricultural stock site: https://lucentlands.smugmug.com/In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Hugh Campbell, former Hortgro Science General Manager, to reflect on his remarkable career and the evolution of South Africa’s deciduous fruit industry.Hugh shares his journey from farming and international experience in the U.S. and U.K. to decades of leadership in Hortgro, where he played a pivotal role in shaping research, grower support, and technical innovation. He discusses the importance of building research capacity, the role of statutory levies, how science underpins market access, and why mentorship and bursaries are vital for the next generation of agricultural leaders.From cherries in Michigan to managing Vergelegen Estate, to guiding Hortgro Science through transformation and strategy, Hugh’s story is one of vision, collaboration, and commitment to growers.Key Takeaways:•Why research funding is the foundation of a sustainable fruit industry•How Hortgro Science built world-class systems linking growers, researchers, and markets•The importance of bursaries and mentorship in developing future agricultural talent•Challenges of balancing commercial vs. grower interests in industry structures•How science and innovation continue to transform fruit quality, yields, and market accessConnect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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