General Mission

SHAFFE – The Southern Hemisphere Association of Fresh Fruit Exporters has been founded in the early 1990’s as an exchange network for the Southern Hemisphere key exporters of fresh temperate fruit to the Northern Hemisphere markets. The work of SHAFFE remains exclusively within the precompetitive space and focuses on market developments and analysis as well as the discussion of common market access challenges such as SPS barriers, technical barriers and non-technical barriers to trade. SHAFFE further works as policy monitoring organisation, informing regularly on policy changes in the area of SPS and food safety. Furthermore, topics such as biosecurity, sustainability and the impact of climate change on the production of temperate fruits are moving into the center of the organisations’ attention. SHAFFE provides the platform to share and discuss arising threats and possible solutions. Therefore, at the heart of the organisations daily work: connecting people and sharing knowledge.

Shaffe avo


Barrierless fruit trade with benefits for the entire chain

The members of SHAFFE are dedicated to accomplish barrierless fruit trade to their key partners in the Northern Hemisphere. SPS, TBT’s and NTBT’s are the key hurdles for succesful market access and eventually economic growth. The agricultural sector including fruit production and trade is at the heart of the SHAFFE members economies and contributes to the stabilisation of jobs, growth and inclusion of workforces. Southern Hemisphere fresh produce more over contributes to year-round supply of fresh produce in the Northern Hemisphere resulting from reversed seasonality and therefore to the availability of supply and a healthier society. Therefore, SHAFFE is advocating for easy market access and less barriers for global fruit trade.


A rotating presidency – Ensuring a diversity of perspectives

The presidency of SHAFFE is rotating bi-annually, to ensure a fair equilibrium amongst smaller and bigger members in leading the organisations strategic focus for the terms elected.

Presidency of SHAFFE 2018-2020:

South Africa: Dr. Konanani Liphadzi, CEO, Fruit South Africa

Dr. Konanani Liphadzi is the CEO of Fruit South Africa since 2014. Fruit SA is the umbrella organisation for the five main assocations dealing with South Africa’s key fruit products such as table grapes, citrus, apple and pears, avocados as well as their export. Before her position at Fruit SA, she has been Chief Director for Agriculture for the Agricultural Departement of the Gauteng region from 2012 to 2014. Before that, Dr. Liphadzi has been gaining significant experience in her role as senior manager at the Agricultural Research Service Limpopo Department of Agriculture. She holds a PhD in Agronomy from Kansas State University as well as a MBL in Financial Management from University of South Africa School of Business Leadership. During her term, Dr. Liphadzi is aiming on improving the discussion on the impact of climate change on fruit production all over the Southern Hemisphere amongst the SHAFFE members.

Vice-President of SHAFFE 2018 – 2020

Chile: Ronald Bown is president of ASOEX – The Chilean Fruit exporters association.

Mr. Ronald Bown is the Chairman of the Board of the Chilean Fruit Exporter Association (ASOEX), a private entity representing the interest of the Chilean fresh fruit growers and exporters. The Chilean fresh fruit industry is the world leader in exports of deciduous fruit in the Southern Hemisphere and the third most important sector within the national food exports. This industry brings together more than 16.000 fruit plantations (over 0.5 hectares) and trade their products through more than 750 export companies. Mr. Bown has been leading the Chilean fruit exports for the last 30 years. He is married and has 7 children.


Secretariat office in Brussels/Belgium – Ensuring good monitoring of Northern Hemisphere markets

The SHAFFE secretariat is currently based in Brussels/Belgium. As the SHAFFE members originate from three different continents: South-America, Africa and Oceania – a location had to be found, which served the mindset of equality of all members. Not at last as result of proximity to the Northern Hemisphere markets, the decision was made to locate the SHAFFE secretariat in Brussels/Belgium, to ensure better monitoring of key markets and arising regulatory challenges.

Team members:
Ms. Natalia Santos: Plant Health and Market Access
Ms. Nicola Pisano: Sustainability, Health and Nutrition
Ms. Helene Deruwe: Agricultural Policy
Ms. Egle Baecke-Eimontaite: Food Safety and Market Access


Deputy Secretary General: Nelli Hajdu
Secretary General: Philippe Binard

Annual meetings

“Pulling a good network together takes effort, sincerity and time.”

Modern communication tools and digitization allow the SHAFFE members and secretariat to stay in touch on a regular – if not even – on a weekly basis through direct contacts, newsletters or through the organisation of projects throughout the year. Nevertheless, personal meetings are irreplaceable, in order to discuss in a protected environment, key topics of the last and the upcoming season. Therefore SHAFFE members meet regularly throughout the year, tied to the three most relevant key markets:

SHAFFE Europe meeting and Annual General Meeting, always on Thursday morning during Fruit Logistica in Berlin/Germany:

The SHAFFE Europe meeting is focusing on regulatory key matters with regard to the EU and Russian market with regard to plant health and food safety matters. Moreover, the Annual General Meeting defines the strategic targets for the year ahead and discusses internal organisational developments.

SHAFFE Asia meeting, always on Thursday morning, during Asia Fruit Logistica in Hong Kong

The SHAFFE Asia meeting is in particular analysing the current market developments to Asian countries, which have been growing at fast pace over the past years. The meeting reviews import figures and current market situations.

SHAFFE U.S. meeting, always on Saturday morning, during PMA Fresh Summit, changing location throughout the U.S.

The U.S. market remains a key outlet for Southern Hemisphere produce. The SHAFFE U.S. meeting allows thorough analysis of market developments in Canada, Mexico and the U.S.A. as well as good mid-term review of the SHAFFE activities.


With regard to the complexity of global fruit trade, SHAFFE has streamlined the organisations work among three pillars: business intelligence, policy monitoring and communicating Southern Hemisphere fresh produce benefits. SHAFFE is a membership driven organisation and lives from regular exchange and input from all members, in order to identify relevant key areas of work.

Business Intelligence

With regard to the complexity of global fruit trade, SHAFFE has streamlined the organisations work among three pillars: business intelligence, policy monitoring and communicating Southern Hemisphere fresh produce benefits. SHAFFE is a membership driven organisation and lives from regular exchange and input from all members, in order to identify relevant key areas of work.

Policy Monitoring

Early warning and profound understanding of regulatory changes for market access in the area of SPS and food safety are crucial, to allow SHAFFE members to prepare their fruit production for the upcoming season. The SHAFFE secretariat monitors regulatory changes and communicates regularly through “SHAFFE insights“ with the entire membership as well as during regular meetings. Further, the secretariat organises topical teleconferences on relevant matters such as food safety through out the year to maintain a profound information level throuthout the entire organisation.

Communicating SH benefits

As fresh fruit supplies and it’s benefits are a shared value among all SHAFFE members, the communication of Southern Hemisphere produce benefits is a key pillar of our work with increasing influence. Creating visibility for our membership via Social Media (Link to Twitter), through press releases and media relationship as well as presence at key fairs in the Norther Hemisphere markets, SHAFFE ensures a broader platform for the visibility of Southern Hemisphere fresh produce throughout the world.