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Deputy Director General of FAO will be present at SHAFFE’s very first “Southern Hemisphere Fresh Fruit Trade Congress”

FAO Deputy Director General Beth Bechdol will be present at SHAFFE’s very first "Southern Hemisphere Fresh Fruit Trade Congress" © FAO


With the aim of bringing the fruit industries of the Southern and Northern Hemisphere closer together and to allow better planning for the coming year, SHAFFE will hold the first “Southern Hemisphere Fresh Fruit Trade Congress” on the 25th of March 2021, with the defining theme of “Keeping the world supplied” – a critical topic thrown into sharp focus in the context of the COVID-19 pandemic. The program of the Congress is now available online. In light of the ongoing International Year of Fruit and Vegetables declared by the United Nations (UN),  SHAFFE  is honoured to announce, that Food And Agriculture Organization of the UN (FAO) Deputy Director General Beth Bechdol will be opening the conference with a key note speech – on the importance of the Fruit industry to global agri-food systems.


3rd March 2021 – “We are more than honoured, to have secured such a high-level speaker for our conference, as this more than ever shows the importance of availability of fruit and vegetables as a key element to global nutrition and a healthy global society”, says SHAFFE president Mr. Charif Christian Carvajal M.  Next to FAO Deputy Director General Beth Bechdol, the program will include targeted market intelligence and discussion on trade flows and figures, crop trends and industry outlooks provided by experienced trade experts from all eight Southern Hemisphere countries – among them Mr. Nathan Hancock from Citrus Australia, Federico Baya from the Argentinian Blueberry Committee, Luiz Eduardo Raffaelli from Abrafrutas, Ignacio Caballero from the Chilean Fruit Exporters Association (ASOEX), Alan Pollard from New Zealand Apple and Pears, Ricardo Polis from ProCitrus Peru, Prof. Ferdi Meyer from the Bureau of Food and Agricultural Policy in South Africa and Carlos Maria Fraschini from Upefruy, Uruguay.

The conference will be held online in two different time slots, with the aim of facilitating the participation of representatives from different parts of the world. The first version will be at 11.00 a.m. (Central European time) to target Asian and Oceanian trade participants, while the second version will be at 5:00 pm (Central European time), to allow for the participation of North American, European and Latin American partners. During this congress, fresh produce professionals will have the opportunity to gather information on crop trends, production prospects and trade flows for the coming year, through the contributions from all SHAFFE members and market intelligence on consumer trends by the leading global research agency, IPSOS.

The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) was founded in the early 1990s as an exchange network for major Southern Hemisphere temperate fresh fruit exporters and growers. In total, its member countries represent an export volume of 11 million tons of fresh fruits, with a market value of 14 billion dollars, and a 25% share of the global produce export market.

During its almost 30 years of existence, SHAFFE has led important initiatives, such as establishing the exchange of data on key crops among its members, as well as organizing global membership forums, developing joint research initiatives, analysing and monitoring changes in procedures and policies in global markets, as well as providing instances of exchange and learning among its members.

In the digital age, which has been accelerated given the context of the Covid-19 pandemic and an increasingly complex global business environment, the members of SHAFFE have taken on the task of strengthening cooperation, through a more innovative format and closer collaborations, in such a way as to connect the fresh fruit industry of the southern hemisphere through the exchange of knowledge, facilitate access to markets and promote world fruit trade.

With a renewed Secretariat under the coordination of Ms Nelli Hajdu and a new presidency team led by Charif Christian Carvajal, who is marketing director Europe / Asia of the Chilean Fruit Exporters Association (ASOEX) in the role of president and Marta Betancur, representative from UPEFRUY in the role of vice president, SHAFFE is focused on strengthening the availability of resources for the entity, creating a supportive environment for the training of professionals in the fruit trade, developing closer collaborations with other similar industry trade associations, modernizing the exchange of information and communicating the role and contribution of SHAFFE to the global trade of fresh produce.

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SHAFFE Annual General Meeting elects new Chilean-Uruguayan presidency team for the term 2021-23

Charif Christian Carvajal


SHAFFE, The Southern Hemisphere Association of Fresh Fruit Exporter, has held its Annual General Meeting at the 4th of February 2021 online that has served as a starting point for the annual agenda setting of the organisation. The assembly has elected Mr. Charif Christian Carvajal M. (PhD) from the Chilean Fruit Exporters Association (ASOEX) as new president for the term 2021-23. The presidency of Chile takes over from the presidency of South Africa, that was held by Mr. Anton Kruger (CEO, Fresh Produce Exporter Forum – FPEF). The vice-presidency will be taken over by Ms. Marta Betancur, Upefruy representative in Uruguay. 


8 February 2021 – Mr. Charif Christian Carvajal M. is the Director of Marketing for Europe, Asia and Middle East of the Chilean Fruit Exporters Association (ASOEX), a non-profit entity whose members represent 90% of the total volume of fresh fruit exported from Chile. Mr. Carvajal has more than 20 years of experience in international export promotion in Europe and Asia, sectorial branding and O2O retail channel advertising.  Chile, represented through ASOEX held the vice-presidency throughout the term 2019-2021, and as part of ASOEX, Mr. Carvajal has contributed to shaping the priorities in the association and played an essential role in setting up the upcoming “Southern Hemipshere Fresh Fruit Trade Congress 2021”. He underlines, that: “SHAFFE is unique organisation, providing a platform of all relevant Southern Hemisphere fruit trade players, to understand current global trade dynamics and to learn from each other. Together we have a significant knowledge and market experience – that needs to be seen and shared more!”.  Amongst his priorities will be, to position the organisation as turnstile for dialogue and mutual learning between SHAFFE members and Northern Hemisphere traders.

Together with the new presidency team, SHAFFE will now continue, to work with high speed towards the finalisation of the program for the “Southern Hemisphere Fresh Fruit Trade Congress”, which will take place online at the 25th of March 2021. With the defining theme “Keeping the world supplied”, this first edition will be dedicated to give exclusive insights and market intelligence on the current production & trading situation for key temperate fruit crop under pandemic conditions with contributions from all eight Southern Hemisphere suppliers: Argentina, Australia, Brazil, Chile, New Zealand, Peru, Uruguay and South Africa. Southern Hemisphere exporters contribute with 11 million tons of exported temperate fruit with a market value of $14 billion USD to nearly a quarter of global fruit supply and play a significant role to the availability of healthy food choices.

According to SHAFFE Secretary General Nelli Hajdu. “The number of registrations since the launch of the congress show to us, that there is need for market intelligence and information from key suppliers of the Southern Hemisphere – and we will do our best, to deliver.”

The members and the secretariat of SHAFFE thank the South African presidency and Mr. Anton Kruger from the Fresh Produce Exporter Forum, South Africa for his dedicated work throughout the last years. South Africa has been showing strong leadership during the acute crisis management when increasing barriers to production and trade appeared through the Covid-19 pandemic and have next to the attention to sustainability matters, also shaped the organisations internal transition.

More information on the Southern Hemisphere Fresh Fruit Trade Congress is available via the


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SHAFFE’s future will be sustainable

SHAFFE’s future will be sustainable


The Southern Hemisphere Association of Fresh Fruit Exporters (SHAFFE) announced at its Annual General Meeting at Fruit Logistica in Berlin that it will be paying increasing attention to sustainability matters and climatic challenges. This was the message communicated by Konanani Liphadzi, CEO of Fruit SA and president of SHAFFE. The association also discussed the potential repercussions of the EU’s Green Deal for the international fruit trade and welcomed a new member, Brazil’s exporter organisation Abrafrutas.

Besides discussing how the association will respond to climatic challenge and handle matters related to social and labour rights, the meeting focused on reviewing the current situation in the Southern Hemisphere countries with regards to legal and volunteering initiatives. SHAFFE members will continue throughout 2020 to consider SPS, TBT and NTB market access barriers in the three key markets of Europe, Asia and the US and observe the ongoing international developments to tackle environmental challenges.

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Southern Hemisphere apple and pear production to rise 2% in 2019

Southern Hemisphere apple and pear production to rise 2% in 2019

The 2019 Southern Hemisphere apple and pear crop is projected to be up 2%, although this increase hides a story of significant increases and decreases depending on the individual countries. Speaking at its meeting during Fruit Logistica in Berlin, the World Apple and Pear Association (WAPA) announced that total apple production in Argentina, Australia, Brazil, Chile, New Zealand and South Africa is expected to total 5.3 million tons, while pear volumes are set to reach 1.3 million tons. Apple exports are expected to remain be flat at 1.7 million tons. Similarly, pear export volumes are also predicted to remain stable, at 713,000 tons.

The region’s biggest apple producer, Chile, expects a 5% drop in production, to 1.7 million tons. In contrast, Brazil, the second-largest producer, projects a 5% rise in production to 1.2 million tons.

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Diversification in South African citrus market

The Citrus Growers’ Association (CGA) represents 100% of citrus growers in South Africa and 100% of the citrus produced in and exported from the country.

The world’s second largest citrus exporter and number two exporter in the Southern Hemisphere is further diversifying its markets.

The Citrus Growers’ Association represents 100% of the sector’s growers in South Africa.

“We are immensely proud that South Africa is one of the most advanced countries in all aspects of product development,” said Deon Joubert, responsible for market access at the CGA, which also represents 100% of the citrus produced and exported in the country.

As the second largest citrus producer in the world, South Africa keeps diversifying its markets. Their main volume of exports goes to the EU (45%) and the association helps by continuously working on access to the most lucrative markets such as the US, India and the Far East.

CGA: 100% of SA’s citrus growers

The association represents growers from Swaziland and Zimbabwe (1,400 growers), too, as a non-commercial organisation. CGA provides the industry with the capacity to work diligently on access to global markets; optimising cost-effective production of quality fruit; and helping care for the environment and the community.

The association aims to assist its members in maximizing sustainable profitability through worldwide market access. It realizes that research is the key to success, and 60% of its budget is spent on research aimed at assisting market access, consumers trend analysis and the introduction of new technology.

The CGA provides guidance and assists in setting standards for fruit and quality, ensuring all the grower regions have gone through the appropriate certifications. Traceability is applied to all shipments.

This article appeared on page 56 of issue 142 (March/April 2016) of Eurofresh Distribution magazine. Read that edition online here.