Lucentlands Podcast | Harvesting Agriculture Knowledge

What makes one fruit variety a commercial success while another struggles to find a market?In Episode 146 of the Lucentlands Podcast, Dewald Kirsten and Louise Brodie speak with Tom Barnes, President and CEO of Category Partners, about how consumer behaviour, retail strategy and market intelligence should inform production decisions.
Recorded at the Hortgro Technical Symposium 2026, the conversation explores the connection between what growers plant, what retailers stock and what consumers ultimately choose to buy.
Tom explains that growers must make long-term decisions before knowing whether sufficient demand will exist when a crop reaches commercial production. This is particularly challenging in the apple industry, where establishing an orchard requires significant investment and trees may take several years to produce commercially viable volumes.
In the United States, consumers may encounter 14 or 15 apple cultivars in a single retail store. Within this competitive category, a good apple does not automatically become a commercial success. Branding, consistent quality, category management, retail support and consumer-focused marketing all influence whether a cultivar earns and retains shelf space.
Cosmic Crisp® offers a valuable case study. Tom discusses the marketing investment and industry collaboration that supported its rapid rise in the United States. He also explains how increasing production has moved it from a highly differentiated premium product towards a more widely available staple.
The conversation also considers the premium positioning of SugarBee®, the brand recognition achieved by Pink Lady® and the role of controlled supply in maintaining consumer interest and value.
Tom examines how economic pressure affects fresh produce purchases. Consumers may reduce spending on organic products when confidence is low, yet they remain interested in distinctive flavours and memorable eating experiences. Social media and online influencers are also encouraging people to try unfamiliar products.
However, producers may only get one opportunity to create a positive impression. If the eating experience disappoints, the consumer may not purchase that product again. Flavour, texture, freshness, consistency and correct handling are therefore essential.
Food waste is also influencing shopping behaviour. Consumers are buying smaller quantities, shopping more frequently and showing greater interest in pack sizes that help them use the product before it deteriorates.
Key insights
•Why consumer demand should inform planting decisions
•How category management connects growers, suppliers and retailers
•Why growing performance does not guarantee market success
•What drove the rapid growth of Cosmic Crisp®
•How supply growth can affect premium positioning and grower returns
•Why fresh produce marketing must reach consumers
•How economic pressure affects organic and premium purchases
•Why the first eating experience determines repeat demand
•How food-waste concerns are influencing pack sizes
•What blueberry growth reveals about health-led demand
•What South African and American producers can learn from each other
The central message is clear: growers must consider not only what performs well in the orchard, but also what consumers want to buy, eat and purchase again.
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/
Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcast
Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1

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=LucentLandsPromo⁠
Visit our agricultural stock site: https://lucentlands.smugmug.com/

In Episode 145 of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak with Peter Allderman, former TopFruit manager and consultant specialising in plant breeders’ rights and fruit-variety management.Peter reflects on the early development of TopFruit, the introduction of Cripps Pink to South Africa, and the work required to build Pink Lady® into one of the world’s most recognisable fresh-produce brands.
The discussion explores how a new apple variety moved from a breeding programme into orchards, packhouses and international markets — and why that process required far more than simply planting trees and selling fruit.
Peter explains how TopFruit helped establish the structures, quality standards, licensing systems and grower support needed to develop the Pink Lady® programme in South Africa. He also discusses the early resistance to royalties and brand-related fees, and why growers eventually recognised the value created through coordinated variety management and marketing.
Key insights from this episode include:
• How TopFruit developed during the early years of managed fruit varieties in South Africa
• The origins and commercial development of Cripps Pink and Pink Lady®
• Why Pink Lady® is a brand and not simply another name for an apple variety
• How quality standards help protect a premium fresh-produce brand
• Why royalties and licensing systems are important in plant breeding
• The long timeframes and financial risks involved in developing tree-crop varieties
• How plant breeders’ rights encourage continued investment in innovation
• Why independent variety management became increasingly important after deregulation
• The role of collaboration between breeders, nurseries, growers, packhouses and marketers
• Why fresh-produce marketing requires active seasonal management
• How grower education and industry buy-in support successful variety programmes
• The importance of protecting brands against misuse and non-compliant fruit
• How new apple varieties are evaluated for flavour, aroma, size and consumer appeal
• Why small-format apples can be attractive to consumers but more expensive to harvest and pack
This episode offers a detailed look at the systems behind modern fruit-variety commercialisation and the people who helped shape South Africa’s role in the international apple industry.
Connect with us:
Website: https://lucentlands.co.za/
Instagram: https://www.instagram.com/lucentlandsmedia/
Facebook: https://www.facebook.com/lucentlandsmedia
LinkedIn: https://www.linkedin.com/company/lucentlandsmedia/
Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcast
Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1This podcast is proudly sponsored by Agrarius. Find out more: ⁠https://www.agrarius.co.za/?ref=recR9vP8u5CYfEOek&utm_source=lucentlands&utm_medium=referral&utm_campaign=LucentLandsPromo⁠
Visit our agricultural stock site: https://lucentlands.smugmug.com/

In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak to Nic Finger, Industry Services Manager for Grower Development and Trials at APAL, about the future of apple and pear production, orchard intensification, labour efficiency, fruit quality and risk management.
Nic works closely with the Australian apple and pear industry through APAL’s Future Orchards® programme, which connects growers, advisors and technical specialists across Australia’s diverse production regions. From Western Australia and the Adelaide Hills to Victoria, New South Wales and Tasmania, the Australian apple and pear industry operates across very different climates, water realities and market conditions.
The conversation explores what South African growers can learn from Australia’s experience, especially as orchard systems become more intensive and capital requirements increase. Nic explains that higher-density planting systems, more trees per hectare, trellis systems, netting, technology and infrastructure can all create opportunities — but they also increase exposure to risk. A central theme in the discussion is that risk is not necessarily negative. As Nic explains, where there is risk, there is also potential return. The real challenge is whether the business understands that risk, measures it properly and manages it through better decision-making. The episode also covers the role of labour in modern fruit production. In Australia, labour costs can make up a significant portion of apple orchard growing costs, which makes labour efficiency a major focus.
Nic discusses how technologies such as pneumatic defoliation, improved planting systems and better orchard design are being used to improve class-one packouts and increase returns per unit.
The episode closes with a strong message for growers: good management remains one of the most important tools in any orchard business. Genetics, environment, technology and orchard design all matter, but strong management is what turns those tools into performance.
Key insights from this episode:
• Why intensive orchard systems increase both opportunity and risk
• How growers should think about risk before investing in new planting systems
• Why there is no single correct orchard system for every business
• The importance of understanding the investor or owner’s risk profile
• How the Australian apple and pear industry differs from South Africa’s export-focused model
• Why labour efficiency is becoming more important in fruit production
• How technology can help improve class-one packout and fruit quality
• Why picking is a skilled job, not simply “unskilled labour”
• The importance of robust fruit and a consistent consumer eating experience
• Why good management can often outperform genetics alone
This conversation was recorded at the Hortgro Technical Symposium 2026, where industry leaders gathered to discuss the future, challenges and opportunities of South African agriculture.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/Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcastSupport this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1This 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=LucentLandsPromo⁠
Visit our agricultural stock site: https://lucentlands.smugmug.com/
In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak with Gerrit Genis, Licensing Manager at Sun World International, about fruit breeding, variety development, plant breeders’ rights, and the future of mangoes, citrus and subtropical fruit.
Gerrit shares his journey through the South African fruit industry, from his early exposure to agriculture in Namibia and citrus in South Africa, to working in the United States and later becoming involved in licensing and variety commercialisation. The conversation explores how knowledge, relationships and experience become valuable intellectual property in an industry where long-term trust and technical understanding matter.
A central theme in the discussion is the role of fruit breeding in modern agriculture. Developing a new commercial fruit variety can take many years, and the process must consider far more than taste alone. Breeders and variety managers need to think about changing production conditions, shipping ability, shelf life, market preferences, visual appeal, eating experience and the ability of growers to make a return.
The episode also looks closely at Sun World International’s mango programme and the growing importance of mangoes as a global fruit category. Gerrit explains why mangoes should not only be seen as “just mangoes”, but as a category where variety, flavour profile, seasonality and eating quality can shape consumer demand in the same way that branded grape varieties such as Autumn Crisp have done in the table grape industry.
The conversation covers the development and rollout of late-season mango varieties, including Blyde Late. Gerrit explains why late-maturing mangoes are valuable, how grower test blocks help determine which varieties work in specific production regions, and why there is growing interest in testing mangoes in areas such as the Western Cape.
Dewald, Louise and Gerrit also discuss plant breeders’ rights, licensing models, fresh-cut mangoes, processing channels, grower returns, avocado development, and the broader future of fruit innovation in South Africa and beyond.
Key topics covered in this episode:
• Gerrit Genis’s journey through the fruit industry
• Sun World International’s role in citrus, mangoes and subtropical fruit
• Why fruit breeding is a long-term investment
• The importance of plant breeders’ rights and licensing
• How mango varieties are selected for flavour, appearance, shelf life and market fit
• Why mangoes need different marketing and supply channels
• Fresh-cut mangoes and the convenience sector
• The launch and value of late-season mango varieties such as Blyde Late
• Trial sites and mango potential in the Western Cape
• The Island Glow mango branding strategy• What South Africa contributes to global fruit innovation
This episode is especially relevant for growers, exporters, marketers, breeders, retailers, technical advisors and anyone interested in the future of fruit varieties and consumer-driven agriculture.
Subscribe to the Lucentlands Podcast for more conversations with the people shaping agriculture, fruit production, food systems and agribusiness in South Africa and beyond.
Connect with us:
Website: https://lucentlands.co.za/
Instagram: https://www.instagram.com/lucentlandsmedia/
Facebook: https://www.facebook.com/lucentlandsmedia
LinkedIn: https://www.linkedin.com/company/lucentlandsmedia/
Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcast
Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1

This episode of the Lucentlands Podcast features Wiehann Steyn, General Manager: Hortgro Science, in conversation with hosts Dewald Kirsten and Louise Brodie.
Hortgro Science plays a central role in coordinating and funding research for the South African deciduous fruit industry. In this conversation, Wiehann explains how research priorities are identified, how limited funding is allocated, and why grower needs must remain at the centre of every research decision.
The discussion covers the practical realities of managing a research portfolio across production efficiency, post-harvest performance, crop protection, market access, biosecurity, climate risk and cultivar evaluation. Wiehann explains that Hortgro Science funds around 100 projects a year, but that the key challenge is not simply funding research — it is deciding what research matters most to growers and the long-term sustainability of the industry.
The episode also explores how Hortgro Science works with universities, researchers, service providers and industry partners to build local research capacity. Wiehann highlights the importance of developing technical people through research projects, including students who go on to become technical managers, researchers and industry specialists.
Key topics covered in this episode include:
• How Hortgro Science identifies research priorities
• Why grower needs shape the research agenda
• The process of evaluating concept proposals and full research proposals
• Research funding across post-harvest, production and crop protection
• Market access, phytosanitary risk and biosecurity
• Climate risk and planning for future production conditions
• Collaboration with universities and research service providers
• Building technical capacity in the South African fruit industry
• The role of the Hortgro Technical Symposium as a platform for knowledge-sharing and networking
• Cultivar evaluation, rootstock trials and the need for long-term research
• Industry challenges such as white root rot and the loss of key crop protection tools
This episode gives a clear inside view of how research is structured behind the scenes in the deciduous fruit industry, and why science, collaboration and long-term thinking remain essential to the future of South African fruit production.
This conversation was recorded at the Hortgro Technical Symposium 2026, where industry leaders gathered to discuss the future, challenges and opportunities of South African agriculture.
Connect with us:
Website: https://lucentlands.co.za/
Instagram: https://www.instagram.com/lucentlandsmedia/
Facebook: https://www.facebook.com/lucentlandsmedia
LinkedIn: https://www.linkedin.com/company/lucentlandsmedia/
Podcast LinkedIn: https://www.linkedin.com/showcase/lucentlandspodcast
Support this podcast by buying us a coffee: https://buymeacoffee.com/lucentlands?new=1
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=LucentLandsPromo⁠
Visit our agricultural stock site: https://lucentlands.smugmug.com/