Lucentlands Podcast | Harvesting Agriculture Knowledge

• “We’re Making Grapefruit Sexy Again” – Inside the Summer Star Ruby Rebrand | Ep. 83

  In this episode, hosts Dewald Kirsten and Louise Brodie speak with Nicci Stewart, Specialist Marketing Strategist at Stardust, about one of the most ambitious citrus marketing campaigns in recent years: repositioning South Africa’s Star Ruby grapefruit for success in European markets under the new “Summer Star Ruby” brand.Nicci shares the behind-the-scenes strategy that is turning a declining global grapefruit market into an exciting opportunity—starting with Germany. From developing a new identity and logo to navigating perceptions around bitterness and health risks, Nicci explains how collaborative marketing, influencer science, and category-wide branding are reshaping the future for South African grapefruit exports.She also dives into how Star Ruby is being positioned as a lifestyle fruit for summer cocktails, salads, and leisure—not just a health remedy. The discussion includes insights into marketing psychology, consumer behavior, and the challenges of aligning industry-wide strategy with growers’ expectations.Key Takeaways:•South Africa’s grapefruit growers are uniting behind a single brand: Summer Star Ruby•The campaign positions grapefruit as a vibrant, sweet, and tangy summer lifestyle product—not a bitter health food•Germany was strategically chosen as the campaign launchpad based on health awareness and market readiness•Influencer strategy focuses on micro- and nano-influencers with high engagement, not mass reach•Marketing grapefruit requires consistency, storytelling, and category-wide collaboration to shift perceptions🎧 Whether you're in citrus, branding, or just curious about the future of fruit marketing—this is a must-listen.Connect with Nicci on LinkedIn: https://www.linkedin.com/in/niccistewart/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 Citrus Is Rotting at Sea – And What Needs to Change NOW | Ep. 82

  In this episode, hosts Dewald Kirsten and Louise Brodie sit down in-person at the Citrus Summit with Mitchell Brooke, Logistics Development Manager at the Citrus Growers’ Association of Southern Africa (CGA).They discuss the harsh realities and forward-thinking solutions around port logistics, export capacity, and South Africa’s citrus supply chain. With mounting pressure on Transnet, port congestion, rising container volumes, and climate impacts, Mitchell unpacks CGA’s proposed national coordination model for port logistics — a game-changing shift towards industry-wide collaboration, on-site port presence, and private-sector driven planning systems.Key Takeaways:•South Africa's ports face deep systemic challenges — from equipment failure to weather delays — and it won’t improve dramatically in the next 3–5 years.•CGA is proposing a new operational logistics structure with representatives on the ground in each port, aligning exporter plans with terminal capabilities.•Windbound disruptions are a major issue in ports like Cape Town and Ngqura, and current mitigation strategies are insufficient.•CGA is exploring public-private partnerships, localized systems development via ESIT, and even alternate port usage to handle increasing citrus volumes.•The Maputo model and the Hapag-Lloyd contract show what’s possible when exporters collaborate on logistics and shipping.•Rail remains a major hurdle due to capital intensity; funding and coordination are key barriers to revitalization.Connect with Mitchell: https://www.linkedin.com/in/mitchell-brooke-81463547/More about the CGA: https://www.cga.co.za/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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• Exposing the EU's Citrus Politics: The Fight for South Africa’s Fruit Future | Ep. 81

  In this episode, hosts Dewald Kirsten and Louise Brodie speak with Rocco Renaldi, Chair for Public Affairs and Government Relations at Edelman, about the critical role of policy, public perception, and lobbying in the battle to keep South African citrus flowing into Europe.With nearly 20 years representing the Citrus Growers Association (CGA) in Brussels, Rocco offers a behind-the-scenes look at the European Union’s complex regulatory environment, the persistent threat of phytosanitary barriers like Citrus Black Spot and False Codling Moth, and the strategic decision to take the fight to the World Trade Organization.Beyond trade, this conversation explores branding, global consumer psychology, political fragmentation, and how perceptions of agriculture can either help or hinder market access. Rocco also reveals why South African citrus is his "favourite client" and reflects on how this industry has grown in strength, unity, and global significance.Key Takeaways:•South African citrus growers have faced escalating EU trade challenges for decades, but exports have grown due to persistent lobbying.•Many EU phytosanitary regulations are being used as non-tariff trade barriers, often influenced by protectionist agendas in Spain.•The WTO case launched by South Africa is a milestone move aimed at impartial adjudication—not a declaration of war.•Consumer awareness campaigns and branding could be better leveraged by agriculture, but they require long-term investment.•There is a widening perception gap between European policymakers and African producers—direct exposure and diplomacy are key to bridging it.•Year-round citrus trade strengthens European logistics and packhouse infrastructure, even as parts of Europe lobby against imports.•The CGA's unified levy-funded model is a global example of industry collaboration and advocacy success.Find Rocco on LinkedIn: https://www.linkedin.com/in/rocco-renaldi-9479088/More about Edelman: https://www.edelman.com/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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• Trade, Trust, and the EU’s Green Agenda | Ep. 80

  In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie sit down with José Antonio García Fernández, CEO of AILIMPO in Spain and co-founder of the World Citrus Organization (WCO), to explore how global collaboration is changing the future of citrus.José discusses how WCO was born from a long-standing partnership with South Africa's Citrus Growers' Association and why building a unified, global citrus community was necessary in a fragmented, often competitive industry. He unpacks how the WCO has united citrus-producing nations—including Spain, South Africa, Egypt, Argentina, Turkey, USA, and more—under one roof to share knowledge, manage global market access issues, and build trust through open dialogue.He also provides a first-hand look at citrus sector challenges in Europe, the impact of the Green Deal, and why Spain continues to lead in exports. Looking ahead, he reveals the WCO’s ambition to launch global citrus marketing campaigns—taking a page from the success of the avocado industry.Key Takeaways:•WCO now represents virtually every citrus-producing country in the world•Trust, transparency, and dialogue are core to solving global issues in citrus trade•European citrus faces rising labor costs and policy restrictions under the Green Deal•Spain dominates EU citrus exports thanks to proximity and rapid delivery logistics•A key goal for WCO is to fund and run international campaigns to grow citrus consumption•Citrus growers worldwide face similar challenges—and benefit from shared solutionsConnect 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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• South Africa’s Most Underrated BILLION-RAND Crop | Ep. 79

  In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak with Rob Meihuizen, CEO of TopFruit, and Nick Steyn, Business Manager at KiwiKo, about the massive momentum behind the global kiwifruit industry—and why South Africa is poised to play a leading role.KiwiKo, a global joint venture between TopFruit and key partners from New Zealand and China, is pioneering the next generation of kiwifruit varieties: red, gold, sweet green, and traditional green. But this isn’t just about better fruit—it’s about brand-building, early-season supply, and giving growers access to protected genetics suited for hot climates and long shelf life.Rob and Nick break down how they’re reshaping the perception of kiwifruit, the science behind the breeding, the opportunity for pollen production in PSA-free South Africa, and why timing is everything when entering a global market hungry for premium alternatives.Key Takeaways:•South Africa’s climate, logistics, and PSA-free status give it a global advantage in kiwifruit•KiwiKo is developing a global brand to unify quality and boost visibility in retail•The kiwifruit category has exploded with consumer demand for sweet, colorful varieties•Early South African harvest timing allows fruit to hit shelves before traditional suppliers•The industry has untapped potential with less than 1,000 ha planted—but room for thousands more•New growers, including non-traditional farmers, are exploring kiwifruit for its scalability and ROIConnect 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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