Soon after the South African fruit industry was deregulated it was realized that fruit would move from primary producers to end-consumers through a number of channel options. Channel selection would be based on supply chain cost pressures and competencies; price; owning business relationships; and a relentless drive for competitiveness created by the high number of new market entrants. Markets would evolve to the "shortest route" through a rise in business to business trading. These trends highlighted the need to develop new logistic and supply chain solutions to service emerging trade channels commercially and competitively.

From 2003 service options were developed and tested from within the Capespan Exports (Pty) Ltd logistics department and new business processes were developed. In January 2006 The Fresh Chain was established as an independent operational entity and positioned as a division of Capespan (Pty) Ltd.

Operating commercially and independently from the South African fruit marketing and procurement functions within the group, our division is nevertheless closely aligned with the global Capespan business strategy in that a high proportion of the fruit that we handle either originates from Capespan-aligned suppliers, or is destined for Capespan's global marketing entity network.

From inception, The Fresh Chain's customer base has grown steadily to more than 30 active clients for the 2009 fruit season. Forecasted volume for 2009 is approximately 70 000 pallets. Visit http://www.thefreshchain.co.za.