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    • Tru-cape fruit marketing, South Africa: managing the export market diversification challenge 

      Viviers, Wilma; Kühn, Marié-Luce; Steenkamp, Ermie; Berkman, Brian (International Food and Agribusiness Management Association, 2014)
      Tru-Cape Fruit Marketing (Tru-Cape), South Africa’s leading apple and pear distributor, has an impressive track record since its inception in 2001, growing its turnover from $50 million USD in its first year to $135 million ...