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IFPA Southern Africa Conference – Building on the success of PMA's Fresh Connections Conference and Expo.

PMA's Fresh Connections conference and expo are back this years, and although it has a new name, it will still be the same vibrant event as it has been for the past decade.


Building on the legacy of PMA's Fresh Connections, the IFPA Southern Africa Conference will move forward as a leading and essential event on the calendar of the fresh produce industry in Southern Africa.

The International Fresh Produce Association (IFPA) is the result of the combination of two produce industry organisations, both with significant heritages—the Produce Marketing Association (PMA, founded in 1949) and the United Fresh Produce Association (UFPA, founded in 1904). It is the largest and most diverse international association serving the entire fresh produce and floral supply chain.

Global outreach is a major goal of the association, with conferences planned for South Africa, Mexico, Brazil and Australia in 2022. The inaugural Southern Africa Conference hosted by IFPA is set to take place on 17 and 18 August 2022 at the Century City Conference Centre, Century City in Cape Town, South Africa.

Trevor Dukes, CEO of The Fruit Farm Group and Chairperson of the IFPA Southern Africa Country Council, says that the value of this conference is immense.  "This is a very important conference for IFPA Southern Africa as it is the only conference that brings together all facets, and commodities, of the fresh produce industry in Southern Africa.  This year's programme covers a wide range of key themes and topical issues facing the industry, including climate change, consumer and market trends, technology and innovation, Africa's agriculture growth narrative, logistics infrastructure and a fireside chat with Dr Johan van Deventer and panel which will be very entertaining and informative. There is definitely something for everyone!"

A new addition to the conference this year is the VIP Members Only Reception on 16 August at 360° Bloemendal Wine Estate, Durbanville. Bayer and RSA Group are the sponsors of this event. IFPA Members can confirm attendance when they register for the Southern Africa Conference. The cost is R250 per person.

We are excited to announce Khula! as the conference's platinum sponsor. Khula! is a fast growing agri-tech startup, consistently recognised as one of the leading ones in the country as well as on the continent.

"We are passionate about building technology solutions for the agri-value chain through our tech ecosystem, which includes a Fresh Produce Marketplace, Input Marketplace and Funder Dashboard," says Karidas Tshintsholo, Founder & CEO of Khula!.

"Our Fresh Produce Marketplace is built for businesses and their teams in the fresh produce industry to negotiate or buy fresh produce in the most efficient way possible from a wide network of suppliers. Our integrations with industry leaders for packaging, payments and quality control ensure a safe, transparent, high-quality experience on our platform. We have chosen to sponsor the IFPA Southern Conference as we want to deepen our relationships & partnerships within the industry. We invite you to join us as we continue to grow," Tshintsholo says.


The conference programme includes keynote and educational sessions covering the following topics:

·         How to fully leverage the power of digital technology.

Rapelang Rabana, Entrepreneur, Thought Leader, and Speaker

·         Africa Free Trade Agreement.

Dr Mmatlou Kalaba, Director and Senior Analyst in the Commodity Markets & Foresights, BFAP

·         Global consumer trends, today's consumer needs and insights into the old and new generations

Maria da Serra, New Business Development Director and Partner in Sustainable Growth, Kantar

·         South Africa's agriculture growth narrative.

Wandile Sihlobo, Chief Economist, Agbiz

·         Consumer needs and how the fresh produce business can drive category growth in these new and challenging times.

Elena Ozeritskaya, Founder and Managing Director, Fresh Insight

·         Southern Africa Logistics: The Importance of Unlocking Innovation in the Produce Export Supply Chain.

Mitchell Brooke, Logistics Development Manager, Citrus Growers Association of Southern Africa

·         Who is IFPA? Q and A Session

Miriam Wolk Chief Membership Officer, IFPA 

The fireside chat themed "Navigating the future of supply & demand during challenging times" will be moderated by Dr. Johan van Deventer, Managing Director, Freshmark (retired). Panelists include retailer, Brian Coppin, CEO of Food Lovers Market, economist, Professor Philippe Burger, Dean of the Faculty of Economic and Management Sciences, University of the Free State and brand merchandiser, Greg Abraham, Growth Executive, Smollan. This promises to be an entertaining and informative session.

More good news is that you can pay your registration fee in South African Rands (ZAR) via an electronic funds transfer (EFT) or credit card. The registration fee covers educational sessions, networking lunches and breaks, a welcome reception, and access to the exhibition floor.

For more information and to register, visit our website at


Registration and Trade Show Questions

Charné Millet-Clay

Mobile: +27 82 892 2334

Programme and Sponsorship Questions

Jane Strijdom, SA Marketing & Membership Manager

Mobile: +27 72 619 6611       

E-mail: [email protected]

Read more | Original article 

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