Making inroads ( Monday 28 December 2009 )

Rukou International trade is going from strength to strength - especially in Africa.

Having launched a new 200 ml range of Cape juices, Rukou International MD Willem Hanekom reported strong business growth on the African Continent. The new 200 ml juice range comprises Berry, Apple, Orange and Tropical Fruit, while the Berry - consisting of blue, blackcurrant and aronia berries - also is available in a one-litre pack. Cape juices are value-added products supporting the Cape fresh fruit brand.

In 2008 the company doubled its volume with impressive advancement in Africa. Markets include Japan, Hong Kong,Singapore, Tanzania, Kenya, Mauritius,Seychelles, Mozambique, Zimbabwe,Botswana, Ivory Coast, Ghana, Benin and Angola. In the Seychelles, Rukou also supplies the Sheraton Hotel. Hanekom said Zimbabwe in particular had proved a surprise packet. Mauritius also has shown excellent growth, boosted by an effective TV advertising campaign. Rukou is predicting a 20% increase in total volumes for 2009 despite strenuous economic conditions.

He explained that Africa hadn't been hit as hard by the international economic malaise. "Consumers in Africa are extremely brand loyal and it certainly helps not having to compete with supermarket-owned brands. Plus, fruit juice is considered a basic foodstuff, leading to high demand."

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