Lucentlands Podcast | Harvesting Agriculture Knowledge

In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to Adolf Kieviet, Managing Director of Freshworld (Pty) Ltd, about the broader fresh produce industry in South Africa, the role of Freshworld within the RSA Group, and the major opportunities still waiting to be unlocked across fruit, vegetables, retail and export markets.
Freshworld is based in Stellenbosch and manages export activities linked to the RSA Group, one of South Africa’s major fresh produce wholesale businesses. Adolf explains how Freshworld operates across a wide range of commodities, including citrus, avocados, apples, pears, stone fruit, blueberries, vegetables, kiwifruit and grapes. While citrus remains a major focus, this conversation opens up a much wider discussion about the future of fresh produce in South Africa.
A key theme in this episode is the untapped opportunity for South African vegetables in export markets. Adolf explains why the fruit industry has become highly organised, export-focused and professionally structured, while the vegetable sector remains more fragmented and domestically orientated. He discusses the potential for South Africa to supply vegetables into markets such as the Middle East and Asia, provided the industry can improve consistency, specifications, certification, packaging, traceability and logistics.
The conversation also explores the difference between formal and informal exports, especially into neighbouring Southern African countries. Adolf highlights the importance of not treating regional markets as dumping grounds, but rather as important customers that deserve quality, consistency and proper market development.
As the current South African country chair for the International Fresh Produce Association, Adolf also explains the role of IFPA and why cross-cutting industry issues such as food safety, traceability, packaging, sustainability, logistics, labelling, nutrition, food waste and government engagement need stronger collective attention.
Key topics covered in this episode include:
• The role of Freshworld and the RSA Group in South African fresh produce
• Citrus, avocados, apples, pears, stone fruit, blueberries, kiwifruit, grapes and vegetables
• Why South African vegetable exports remain underdeveloped
• Opportunities in the Middle East, Asia and Southern African markets
• Formal versus informal fresh produce exports
• Packaging, certification, traceability and GlobalG.A.P. requirements
• The role of PPECB in export readiness and cold chain standards
• Why vegetables need stronger industry organisation
• The role of IFPA in South Africa and globally
• Fresh produce marketing, retail education and consumer awareness
• Food safety, nutrition, food waste and logistics
• Why fresh produce needs a stronger voice in public health and policy discussions
• The importance of young people in the fresh produce industry
Adolf also shares his personal journey into the fresh produce sector, from growing up around the industry to working across African markets and eventually becoming part of Freshworld. He reflects on why fresh produce is a people’s business, why no two days are the same, and why young people should seriously consider agriculture and fresh produce as a dynamic career path.
More about Freshworld: https://www.freshworld.co.za/about-us/Connect with us:
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In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to Tristan Dorfling, CEO and Pome Rootstock Researcher at Provar, about the highly specialised world of fruit cultivar and rootstock evaluation.
New fruit varieties are constantly being developed and introduced around the world, but very few are suitable for South African growing conditions. For growers, planting a new cultivar is a major long-term investment, and the wrong decision can carry serious financial consequences. This is where Provar plays an important role.
Tristan explains how Provar was established to reduce risk for growers by independently evaluating new cultivars before they are planted commercially at scale. The discussion covers the difference between promising genetics and proven performance, why South Africa’s climate creates unique evaluation challenges, and how independent data helps growers, IP managers and industry bodies make better decisions.
The conversation also explores rootstock evaluation, replant disease, tree adaptability, fruit quality, the role of microclimates, and the long timelines involved in properly assessing new fruit material. Tristan explains why evaluating a cultivar is not simply about whether the fruit looks or tastes good, but whether the tree, the fruit, the rootstock and the production environment all work together.
A key theme in this episode is the value of what does not make it through the system. Tristan explains that only a small percentage of evaluated cultivars eventually become commercial, and that much of Provar’s value lies in helping the industry avoid costly mistakes.The episode also looks at the growing role of data, digital tools and AI in horticultural evaluation. Tristan shares how Provar is developing systems to support evaluators, improve reporting, standardise knowledge and potentially contribute to international evaluation standards.This is a detailed and important conversation for anyone involved in deciduous fruit, cultivar development, rootstocks, nursery systems, apple and pear production, stone fruit, table grapes, agricultural research or long-term orchard investment.
Key insights from this episode include:
• Why Provar was created to reduce cultivar risk for growers
• How independent evaluation supports better planting decisions
• Why a successful variety in another country may fail in South Africa
• The role of climate, chill units and microclimates in apple production
• Why rootstock evaluation is more complex than it appears
• How replant disease can reduce early orchard performance
• Why cultivar evaluation takes years, not months
• How data and digital tools are changing horticultural research
• Why AI should support evaluators rather than replace them• How South Africa can contribute to international evaluation standards
• Why the fruit industry depends on collaboration between multiple role players
Tristan also shares his personal journey from sound engineering into horticulture, and reflects on the collaborative culture of the agricultural sector. His story adds a human layer to a technical discussion about science, risk, data and the future of fruit production.
More about Provar: https://provar.co.za/
Connect with Tristan: https://www.linkedin.com/in/tristan-dorfling-763541213/Connect with us:
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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 episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to three key figures involved in the global Pink Lady® apple story: Hein Coetzee, Managing Director at TopFruit (Pty) Ltd, Philip Turnbull, Group CEO of APAL and Twenty Degrees, and Jason Morris, Global General Manager of the Pink Lady® brand at APAL.
The conversation explores how Pink Lady® developed from a pioneering branded apple concept into one of the most recognised fresh produce brands in the world. What started as a revolutionary idea in fruit branding has grown into a global value chain involving growers, exporters, importers, retailers, marketers and consumers across established and emerging markets.
Philip Turnbull explains the role of APAL and Twenty Degrees in managing commercial interests around Pink Lady® and other produce brands, while Jason Morris shares insight into the global brand strategy, particularly the growth of Pink Lady® in emerging markets across Asia, the Middle East, Latin America and Africa. Hein Coetzee gives the South African and African perspective, including TopFruit’s role as master licensee in Southern Africa and the growth of Pink Lady® on the continent.
The episode also looks at the importance of consistency, quality, discipline and long-term investment in building a successful fresh produce brand. The guests discuss why emerging markets cannot be treated as secondary outlets, why quality matters from supermarkets to informal street trade, and why every part of the chain must receive value for a branded fruit model to work.
Key topics covered include:
• The relationship between APAL, Twenty Degrees and the Pink Lady® brand
• How TopFruit manages Pink Lady® in South Africa and Africa
• The early South African journey from Cripps Pink to newer colour strains
• The growth of Pink Lady® in Africa, including Kenya and West Africa
• Why emerging markets are increasingly important for global apple brands
• How consumer preferences differ across Europe, Asia, Africa and Latin America
• Why Pink Lady® had to “celebrate the difference” instead of apologising for its taste profile
• The importance of brand discipline, quality control and consistency
• Why branded fresh produce must create value for growers and the full supply chain
• How informal fruit traders in Africa form part of a sophisticated fresh produce ecosystem
• Why fresh produce branding may expand beyond apples into other produce categories
• The role of innovation, intellectual property and storytelling in future produce brands
This discussion offers a detailed look at how fruit branding works in practice, from variety development and licensing to market development, consumer education and global supply chain coordination. It also highlights South Africa’s growing role in the Pink Lady® story, with the country now one of the major global producers and a key player in Southern Hemisphere supply.
For anyone involved in fruit production, apple marketing, fresh produce exports, agricultural branding, horticulture, retail or global food systems, this episode provides a rare behind-the-scenes view of how one of the world’s best-known apple brands continues to grow.
More about APAL: https://apal.org.au/
More about Twenty Degrees: https://twentydegrees.com/our-team/
More about TopFruit: https://www.topfruit.co.za/
Connect with us:
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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/

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=LucentLands
Promo⁠Visit our agricultural stock site: https://lucentlands.smugmug.com/
In this episode, hosts Dewald Kirsten and Louise Brodie speak with Kobus Pienaar, Technical Manager for Regenerative Agriculture at Woolworths, about the evolution of sustainable farming and the reality behind food production in South Africa.
Kobus shares his journey from growing up on a Free State farm to working across fertilizers, commercial farming, and eventually joining Woolworths, where he helped develop the pioneering “Farming for the Future” programme.
This conversation goes far beyond sustainability buzzwords. It unpacks the real challenges farmers face, the science behind responsible farming, and the complex relationship between consumer behaviour, food production, and environmental impact.
The discussion also explores why organic farming alone cannot feed a growing population, the importance of systems thinking in agriculture, and how retailers like Woolworths are shaping long-term sustainability through practical, data-driven approaches.
Key Takeaways:
• Why “Farming for the Future” was developed and how it differs from certification-based systems
• The importance of measuring soil, water, biodiversity, and waste to improve farm performance
• Why synthetic inputs are still necessary, and how misuse leads to resistance and long-term damage
• How consumer choices directly influence farming practices and environmental outcomes
• The hidden cost of cheap food and its impact on health, climate, and the food system
• Why South African farmers are among the most resilient and efficient in the world
• The need for systems thinking to understand how agriculture, economics, and society are interconnected
• Key challenges facing agriculture: finance systems, government alignment, data management, and industry collaboration
Kobus also shares a powerful message: “You cannot manage what you don’t measure.”
And for consumers: Ask yourself what story lies behind the food you buy.
This episode is essential viewing for anyone interested in agriculture, sustainability, food systems, or the future of farming.
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In Episode 129 of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to Mariette Kotzé, General Manager: Industry Support Services at HORTGRO, about the realities shaping South Africa’s pome and stone fruit industry.
This conversation unpacks the role HORTGRO plays as a producer organisation serving more than a thousand growers, and why its work stretches far beyond administration. Mariette explains how industry support includes economic analysis, market intelligence, grower support, trade facilitation, development initiatives, and helping create an enabling environment for producers to stay competitive in a complex agricultural landscape.
The discussion also looks at the scale and structure of the deciduous fruit industry in South Africa, including key production regions such as Ceres, Langkloof, Elgin and the Klein Karoo. Mariette reflects on the severe hail damage that affected growers in the Langkloof and Ceres regions, the devastating financial impact of crop losses, and the hard reality that many farmers still do not have access to affordable crop insurance or meaningful disaster support.
A major theme in this episode is the idea that growers are strategic assets. Mariette makes the case that farmers do far more than produce fruit. They support jobs, families, communities and entire downstream industries. From packhouses and logistics to crop protection, storage, distribution and export markets, the success of primary agriculture has ripple effects far beyond the farm gate.The episode also explores why government support, more affordable insurance products, infrastructure investment and patient capital are essential if agriculture is going to remain sustainable and inclusive. Mariette shares insights into HORTFIN, the industry-led funding mechanism designed to improve access to finance and unlock new economic participation in the sector, especially for newer entrants and developing businesses.
Beyond risk and finance, this is also a forward-looking conversation about opportunity. Mariette speaks about the growing role of technology, data, innovation, carbon measurement, lifecycle assessments, greener farming systems, and new agricultural careers that extend well beyond traditional farming. From data scientists to drone operators, agriculture is changing fast, and this episode highlights just how wide the opportunity set has become.
The conversation also touches on Mariette’s own journey into agriculture, from growing up on a small farm to starting as an intern and building a long-term career in one of South Africa’s most dynamic agricultural sectors. Her story offers useful perspective for young people considering a future in agriculture, especially women entering an industry that continues to evolve.
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=LucentLandsPromo⁠Connect 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