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120 www. bus- ex. com September / October 09

Sundays River Citrus Company September / October 09 www. bus- ex. com 121 Formed in 1924, SRCC originally operated as a citrus packing facility. " Back then, it was totally controlled by the Government and produce was sold by the Control Board," states Nieuwenhuizen. " Then, in the early nineties, deregulation meant that the business had to fend for itself. This was good for the farmers but it made marketing a much more important part of the process. Today, we are fully fledged, from the orchard to the fork," he adds. The company's strategy for international marketing has changed significantly since deregulation. It deals with roughly one quarter of its volume itself, and uses selected agents, including Capespan and Dole, for the rest. SRCC was formerly run as a co- operative but now operates as a company limited by guarantee and owned by 120 members. Located in the Sundays River Valley in the Eastern Cape, which is regarded as one of the poorest provinces of South Africa, it is roughly 65 kilometres east of Port Elizabeth, in an area which is rich in agriculture. There are three primary crops: lemons, navels and valencias, and each contributes roughly a third of turnover for SRCC. Having packed 20,000 cartons in its first year, the company and its grower shareholders managed to increase production to the record of 8.5 million cartons packed and exported during the 2006 season- almost 12 per cent of South Africa's total citrus crop that year. SRCC has firm customer roots in the UK, supplying high- profile supermarkets such as Asda, Sainsbury's and Tesco, and also has numerous important customers across Europe, Russia, the Middle East and the Far East. While the company does not supply to the US market, it is active in Canada. Approximately 70 per cent of SRCC's total produce is exported. At present, the company serves some 170 production units owned by its 120 members and owns three pack houses in the Valley. With 180 permanent staff, one of the challenges it faces is the sudden influx of workers in the peak season of July and August, when the workforce can rise to 3,000. " Our picking season starts in March and runs through to October each year," states Nieuwenhuizen. " Many of our seasonal workers return each year which is something we encourage, as it reduces the need to constantly train new staff. Training still plays an important role in the operational side, however, and in our busy season we will run double shifts every day and require well- trained staff able to cope with the high number of changeovers resulting from the increasing complexity in the marketplace, our processes and of course, the operation of the machinery and equipment." One other big challenge the company faces is time, due to the pressures of delivering perishable goods over