New Vision Fruit is a fully owned subsidiary of the Karsten Group and is based at Durbanville near Cape Town. Under management of Pieter Karsten (Jnr) the company plans, coordinates and executes the Karsten Group’s fruit marketing, as well as fruit committed to the company by other suppliers and partners.
New Vision’s product range includes a comprehensive range of the best table grape varieties, as well as apples, pears, plums, dates and onions. More recently some of the best new cherry varieties, as well as raspberries and blue berries, were planted at the Karsten Group’s Hoogland Estate to boost the product range. Production of oranges, lemons and pigmented grape fruit are on the increase at a major development in the Orange River, while pistachio nuts and pomegranates are expected to make an impact in future.
Planning and customer relations forms a major part of New Vision’s responsibility. Marketing plans are drawn up to fulfill market demand and detailed seasonal planning is done with the various production units to ensure compliance. New Vision is also responsible for collecting data and feeding information to both customers and the individual production entities, and ensuring that the traceability of all products is constantly maintained.
To execute its logistics functions, New Vision works closely with Horizon Fruits, a logistical service provider owned by the Karsten Group in partnership with two other fruit exporters. Horizon Fruit takes responsibility for the fruit on dispatch and provide a full logistical service until point of delivery.
In its marketing function New Vision works closely with the two overseas marketing services companies of the Karsten Group, namely Karsten UK, located in the United Kingdom, and Newfresh, which is responsible for developing sales in the Middle and Far East.