We’ve reached That Time of Year, again. The time when so many conversations seem to end up revolving around the idea of Black Friday. Is it everything it’s cracked up to be? More to the point, is it really worth it to head into the sales storm out there in the malls? Are the deals actually compelling, or simply recycled promotions that would have occurred in any event? Is it better to just click around online to find the truly good stuff?
There’s always a lot of humour involved, centring on the mystery of why consumers are so dedicated to finding deals at this particular time of year, but seem to ignore the other eleven and half months… and, indeed, why deals on technology type products are so appealing, when most annual household spend is actually all about boring old food and groceries.
‘It’s a bit of standing joke on the fresh produce market floors at this time of year,’ says Jaco Oosthuizen, CEO of RSA Group, South Africa’s leading fresh produce sales organisation. ‘The country has a total of 15 markets spread across major metros and outlying areas. Anyone can load money onto a buying card and get the kind of value for high quality fruit and veg that would have Black Friday crowds fighting each other physically for the deal!’
Oosthuizen’s comments are light hearted, but also reveal a fascinating hidden part of the South African economy. Economic times are tough, and many local consumer’s wallets are stretched to their limits at every visit to the supermarket, especially when it comes to finding a way to secure the nutritional essentials for the family, week after week. And yet, very few South Africans seem to be aware of the fruit and veg value located just around the corner.
RSA Group CEO, Jaco Oosthuizen
‘People tend to think of markets only being relevant to bulk buyers – businesses who will sell their purchases on to end-consumers,’ explains Oosthuizen.
‘This is certainly very true, but the markets also service thousands of buyers who buy in much smaller quantities. Some because they are running low level informal trade businesses, some because they are buying to meet the daily needs of small food businesses, and others who are simply buying household groceries. Regardless of the scale of the purchase, market prices are the same, and can be incredible for the average supermarket shopper.’
The prices at South Africa’s Fresh Produce markets are discovered on a daily basis, according to prevailing supply and demand forces. This means buyers enjoy a true, authentic price that is often very different to the end price charged at traditional retail outlets. The produce is also extremely fresh, travelling small distances from farm to market to dinner table.
‘The reality is that every day is Black Friday at our Fresh Produce Markets,’ says Oosthuizen. ‘The quality and prices on offer just can’t be matched in any other environment, so if you’re a passionate Black Friday shopper, well, why not think about carrying that passion through to your approach to annual household spend? You may well end up amazed at how you much you save, and how superior the quality of your deals turns out to be.’
