Boosting fynbos profitability through a joint forum

The impact of lower prices for fynbos products experienced last year could have been3_1 minimised, had a joint marketing forum been available. That’s according to delegates at the first Fynbos Joint Marketing Forum (JMF), held in Paarl earlier this year. Now the industry hopes to collectively take the necessary pro-active decisions to ensure a successful 2013.

According to newly-elected JMF Committee member, Willem Verhoogt, a number of potential problems for fynbos harvesters must be dealt with through the forum. Short stem lengths were highlighted as undermining price levels. Sea freight and shipping challenges were also emphasised.

It is hoped the JMF will help increase industry profitability by addressing these challenges. Information will be compiled to make more informed marketing decisions, through market research and industry research. Markets that have already been highlighted as potential fynbos outlets include Russia, the Middle East, India and Thailand. Western Africa and South Africa will be researched during a second phase. Continue Reading.