South Africa’s Joya® apple production is entering a new growth phase underpinned by the high-colour RDS variety, with the early 2025–2026 season showing promising increases in both output and market penetration.

The southern hemisphere season, stretching from July 2025 through to March 2026, is expected to expand the footprint of Joya® in Asia, particularly with the reopening of the Thailand market for South African apples after 16 years. It will also extend its reach into new regions, including the Gulf and the UK. 

Production Outlook and Export Focus

According to the forecasts from exporters, more than 70% of South Africa’s Joya® apple supply is targeted for Asia, reinforcing the region as the strategic hub for exports.  

At week 36, total Joya® volumes are up by a notable 16% year on year, with numbers expected to increase as the season progresses. 

The entire season is forecast to see a return to growth across all destination regions, with a forecast total of 15,000 tonnes after a poor colour year in 2024. Trial shipments for supply to the UK this season have also commenced, with a strong strategic push to increase market diversification and launch in a market where South African apples are traditionally very well received.

In addition, northern hemisphere season supply from Europe presents the opportunity to ensure a 12-month retail presence for Joya®.  

Asia: The Primary Growth Engine

Within Asia, Malaysia continues to dominate demand, followed closely by Vietnam and Singapore. However, actual volume in Asia is currently behind forecast, driven primarily by a slightly later start to shipment timings to India.

Pleasingly, volumes for this region are forecasted to increase as the season progresses, with rising consumer interest and purchasing power presenting a significant opportunity. The timing of the availability of Joya® apples will be a factor in India, with local domestic apples at their peak from August to December. 

Importantly, Thailand is joining as a new entrant market, after 16 years of being closed to South African exports. While it is likely that this market will take several years to build and complying with the market protocols will remain a challenge, there is a great opportunity for Joya® apples in Thailand. Delivering a quality product will be vital to building trust in the brand. 

In Vietnam, the forecast volumes may be down slightly as a legacy of substantial supply coming from New Zealand this season.  

The brand’s growth strategy is underpinned by a robust marketing and promotional plan, supporting the traditional markets of Malaysia and Vietnam while also launching initiatives in Thailand to coincide with the September/October launch. The program combines wholesale engagement, consumer-facing campaigns and brand-driven merchandising. The rollout is synchronised with seasonal peaks, ensuring Joya® is actively visible at key moments in the sales cycle. 

From March to June, a significant opportunity exists for European supply into Asia and the Gulf after the end of the southern hemisphere season, which will help ensure a year-round supply of Joya® in the region. This is particularly important in the more established markets such as Malaysia and Vietnam.

UK and the Gulf: Strategic Extensions

While Asia takes precedence, the UK market is being re-engaged, supported by significant promotional activity and retailer engagement that aim to strengthen the visibility of Joya® in UK retailers. Similarly, the Gulf markets will receive targeted supply (380 tonnes), tapping into their established demand for premium fresh produce. 

These expansions capitalise on the brand’s increasing maturity and the desire to build a broader, more resilient market network beyond Asia. 

Rising Momentum

South Africa’s Joya® apples are set for a strong 2025–2026 season, with production growth directed strategically toward Asia while simultaneously opening new frontiers in the Gulf and the UK. There remains a concerted focus on building the brand in the UK with strategic positioning, retailer engagement and strong promotional support. 

Overall, the market expansion of Joya® apples from South Africa presents a sizeable opportunity for year-on-year volume growth, increased brand awareness and expanded market penetration.