South African citrus growers have launched a joint campaign to shake up the grapefruit market in Europe, spotlighting the Star Ruby variety under a new brand: SummerStar Ruby Grapefruit.
Led by members of the Citrus Growers’ Association (CGA) of Southern Africa, the initiative aims to rebrand grapefruit as a sweet, refreshing summer fruit – not just a winter Vitamin-C boost.
Shifting consumer perceptions about grapefruit
According to ITC Trade Map, grapefruit exports to the European Union (EU) only grew by 10% over the past decade.
“We recognised the urgent need to change how grapefruit is viewed,” Barry Landman, chairman of the CGA’s Grapefruit Variety Focus Group (GVFG), told Fruitnet.
“They’ve historically been seen as bitter and old fashioned. But SummerStar Rubies are sweet, tangy and versatile and will help elevate food and cocktail menus if given the opportunity.”
United front
To uplift the entire grapefruit category, local citrus growers have pooled their resources. The CGA wants a collaborative marketing push rather than promoting individual brands.
“South Africa is one of the major suppliers of Star Ruby Grapefruits globally, which presents huge growth potential,” Landman noted.
“It made good business sense to rebrand and position it as a healthy and affordable summer fruit, capitalising on the warm European months when consumers are looking for fresh and easy foods.”
By working together, the CGA believes it can grow exports, create jobs, and unlock long-term industry potential.
European focus
Europe was chosen for the launch due to strong and established trade ties and its consistent demand for citrus.
The campaign will highlight ruby grapefruit’s summer appeal. In particular, how the fruit is a versatile addition to cocktails, salads and beach picnics.
“Many European consumers already know and appreciate SummerStar Ruby Grapefruits for their vibrant colour, sweetness, quality, and health benefits,” said Nicci Stewart, SummerStar Ruby’s campaign manager.
“Our focus is on winning over consumers who only associate grapefruit with bitterness – or with something eaten when they’re feeling sick or visiting their grandparents.”
The GVFG has also highlighted SummerStar Rubies’ seasonal advantage, since they are grown and exported during the South African winter.
Starting in Germany
Germany will launch the campaign, thanks to the country’s appetite for healthy, sustainable, and affordable fresh produce.
“SummerStar Rubies tick all of these boxes,” added Landman.
“They are produced in world-class growing conditions in South Africa, meet strict EU import standards, and thanks to advanced cold-chain technology, they arrive fresh and flavourful.”
The campaign will expand to other European markets in 2026.
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