The South African fresh produce market system is unique in the world because it functions on a commission basis, as Attie Horn, president of the Institute of Market Agents of South Africa (IMASA) and Michael Cordes, general manager of IMASA, explain to FreshPlaza. This system is governed by legislation that protects the seller (the farmer) and the Agricultural Produce Agents Council (APAC) which trains, licenses and, if need be, disciplines market agents. It enables a farmer to be more of a “price maker” than a “price taker”.
Primary Product Lines
The RSA Group trades in fresh fruit and vegetables on behalf of our principals. We sell a Profreshional sales service optimising various channels in the industry.
The RSA Group adheres to a Farmer First Philosophy. The principal remains the owner of the product as far as possible in this horizontal intergration process. The RSA Group is a service provider in all channels.