SHAFFE – The Southern Hemisphere Association of Fresh Fruit Exporters was founded in 1991, and is currently composed of the leading trade associations in the produce sector from Argentina, Australia, Brazil, Chile, New Zealand, Peru, South Africa, Uruguay, and Zimbabwe.
At the heart of the organizations daily work is connecting people from the fresh fruit trade and sharing timely and relevant knowledge affecting the produce industry.
The mission of SHAFFE is to connect the Southern Hemisphere fresh fruit industry through knowledge sharing, facilitating market access and promoting global fruit trade.


Formation: Facilitate the access of member countries to specialized and pertinent training on international trade, marketing, phytosanitary and tariff issues and sustainability.
Promotion and research: Develop joint research, industry outlooks and white papers to be used by members to engage policy makers and government authorities.
Information: Generate instances of timely information, easily accessible and simple to comprehend information in reference to the fresh produce sector.
Monitoring: Provide timely and in-depth analysis and reporting on key policy and regulatory issues affecting the Southern Hemisphere including SPS, food safety, market access, trade and sustainability.
Sustainability: Work to promote a common strategy that will enable us to move towards more sustainable production and export of our products.
Networking and Strategic Alliances: Work to build closer ties and partnerships with organisations around the world for the benefit of our members and southern hemisphere fruit exports opportunities and challenges facing members with changes and introductions of policy in regards to trade, sustainability and Good Agricultural Practices (GAP).