Growing sweet success in the Garden Route

GEORGE NEWS - Tucked away just outside George, Redberry Farm has become a landmark of both agriculture and agritourism excellence in the Southern Cape.

Founded in 2000 by Mark Miller and Dave Cruse, this thriving enterprise began with a handful of strawberry plants and a dream - to produce the finest berries in South Africa.

Finding the perfect berry

Like many great farming stories, Redberry's journey started with trial and error. The farm initially planted Israeli strawberry varieties, only to discover they were ill-suited to the region's climate. "We soon realised we needed to adapt," says Miller. By 2002, Redberry Farm began planting California-bred short-day varieties, including Honor, Virtue, Endurance, Inspire and Victory, developed through breeding institutions such as Plant Sciences.

These varieties thrive under specific day-length conditions, with the winter solstice - 21 June - marking a pivotal point in their flowering cycle. Alongside these, Redberry also cultivates day-neutral varieties like Fragaria, known for their high yields and consistent production regardless of daylight hours.

Through years of experimentation and learning, the team found the perfect mix of varieties to ensure a steady, year-round strawberry supply.

"Certain varieties, like Virtue, perform exceptionally well only in the Southern Cape due to our unique temperate climate," says Miller.

From local roots to global reach

Before the pandemic, Redberry exported about 20% of its harvest, primarily to the Middle East. When international travel halted during Covid-19, global supply chains were disrupted, creating an unexpected opportunity for South African producers. "With Emirates flights still operating out of Cape Town, South African strawberries found their way to Middle Eastern markets," says Miller.

Today, 80% of Redberry's strawberries is exported, while 20% serves the local market. "We're not the largest strawberry farm in the Garden Route," he adds modestly, "but we've found a recipe that works for us. Tourism plays a role in our success."

Each plant yields roughly 700-850g of fruit.

An industry of innovation

The berry industry - encompassing strawberries, blueberries, raspberries and blackberries - is thriving in the Southern Cape. "There's an incredible amount of innovation happening here," says Miller. "Some world-leading raspberry operations are right on our doorstep, though most people don't even know they exist."

Massive international investment, especially from the UK, has fuelled growth in tunnel farming and nursery development. Local companies such as PHC and Haygrove have been instrumental in advancing production techniques and research. The berry industry now employs about 6 000 people in the region, making it one of the largest employers in the area.

However, innovation is constrained by water availability and climatic limits. "Expansion is difficult under current water restrictions. Still, it's an exciting industry - dynamic but also cut-throat, with demand and supply constantly in flux."

The numbers behind the harvest

Redberry Farm currently produces about 1 000 tonnes of strawberries annually from just over 30ha of land. Each plant yields roughly 700-850g of fruit, although international farms can achieve up to 1.5kg per plant.

At the peak of the picking season - August through October - the farm employs around 350 workers in the picking and packing operations.

Beyond strawberries, Redberry has recently diversified into kiwi production, which has shown promising results.

TOP: The Redberry team found the perfect mix of varieties to ensure a steady year-round strawberry supply.

A climate made for strawberries

George's temperate climate, with average temperatures between 12°C and 21°C, is ideal for berry production.

"Our weather is mild for most of the year. Only November through February bring the real heat, and that makes this area perfect for berries."

Challenges on the horizon

Despite its success, the berry industry faces several challenges. Rising labour costs, currency fluctuations, and logistical pressures weigh heavily on producers. Strawberry farming is exceptionally labour-intensive, with workers requiring years of skill development to pick and pack berries delicately.

Each crop must be replanted annually - a costly exercise. Meanwhile, logistics remain a major hurdle. “We rely on airfreight, so airline space is competitive,” Miller says.

“We’d love to see George Airport upgraded to handle international freight - it would be a game changer not only for strawberries but also for the avocado, macadamia, kiwi, and meat industries in this region.”
Water security is another growing concern.

“Our catchment area is small, and as agriculture expands, pressure on water resources is increasing,” Miller warns. The transport of farm labourers from Thembalethu also poses logistical and safety challenges. “Dozens of buses travel daily to bring workers to farms. An expanded Go George bus network could make a big difference.

The future: technology and AI

Technology is fast becoming an indispensable part of modern farming. While the role of artificial intelligence (AI) in the berry industry is still emerging, Redberry Farm recognises the potential of technology.

“It’s believed that if you’re not equipped with cutting-edge technology, you won’t survive,” says Miller. From irrigation and data capture systems to drones for spraying and yield monitoring, precision farming is shaping the industry’s future.

“Technology is essential - not just for efficiency but for compliance with audits, health and safety, and sustainability,” he adds.

“It’s exciting to see young people entering the agricultural sector. Here in George, I believe we’re only scratching the surface of our potential.”

Redberry Farm produces about 1 000 tonnes annually.

Growing beyond berries

Beyond fresh fruit, Redberry has ventured into secondary products such as jams and frozen strawberries, though Miller notes that processing infrastructure remains costly. The farm also continues to grow its tourism offering, blending agriculture with leisure through experiences like strawberry picking, dining, and family attractions.

“Diversification is key,” says Miller. “With global oversupply putting pressure on strawberry prices, we’re exploring other crops like kiwis to balance our operations and keep the farm productive all year round.”

From humble beginnings to a thriving Agri-tourism destination, Redberry Farm stands as a testament to innovation, resilience, and the sweet rewards of perseverance.

80% of Redberry's strawberries is exported.