Rebranded SummerStar Ruby is about to have its day in the sun
Johannesburg, 1 July 2025 A coalition of South African citrus growers are joining forces this summer to promote a grapefruit variety in European markets. A dedicated committee of Star Ruby growers plan to reinvent the fruit’s image and drive new growth in the category.
The group forms part of the Citrus Growers’ Association (CGA) of Southern Africa and contributes voluntarily to a collaborative marketing budget. This has led to the creation of a new brand – SummerStar Ruby Grapefruit – and a unified message designed to elevate the commodity, shift consumer perceptions and ultimately increase demand across Europe.
According to ITC Trade Map, grapefruit exports to the European Union only grew by 10% in the last ten years. “The CGA’s Grapefruit Variety Focus Group recognised the urgent need to change how grapefruit is viewed. They’ve historically been seen as bitter and old fashioned. But SummerStar Rubies are sweet, tangy and versatile and will help elevate food and cocktail menus if given the opportunity,” says Barry Landman, Chairman of the Grapefruit Variety Focus Group.
Setting aside competition for the good of the industry
The growers realised that shifting perceptions would require a substantial marketing effort and that collaboration was key. Instead of promoting their individual brands, they agreed to pool their efforts to uplift the entire grapefruit category.
“By working together, we are building a stronger future for the industry,” says Landman. “South Africa is one of the major suppliers of Star Ruby Grapefruits globally, which presents huge growth potential. It made good business sense to rebrand and position it as a healthy and affordable summer fruit, capitalising on the warm European months when consumers are looking for fresh and easy foods. Elevating the category in this way will have far-reaching implications because it will lead to export growth and job creation, benefitting the broader South African economy.”
Targeting an established market
Europe was chosen as the target market for this campaign because there is a legacy of long-standing trade relations with South Africa and a consistent track record of demand for citrus fruit. It also offers a reliable network of buyers and well-established supply chains, making it a natural launchpad for market expansion and grapefruit brand building.
Nicci Stewart, SummerStar Ruby campaign manager, explains that they’re not introducing a brand-new product to an unfamiliar market.
“Many European consumers already know and appreciate SummerStar Ruby Grapefruits for their vibrant colour, sweetness, and quality. Our focus is on winning over consumers who only associate grapefruit with bitterness – or with something eaten when they’re feeling sick or visiting their grandparents.”
The campaign is happening in European summertime and focuses on how to use the fruit as a refreshing and versatile addition to cocktails, salads and beach picnics. The fact that SummerStar Rubies are grown and exported in South African winter gives it the perfect seasonal advantage.
Stewart explains the move away from being seen as a winter health food, to an essential ingredient on all menus – hence the name change. “SummerStar Rubies are already known for their numerous health benefits. But they’re delicious too and the gorgeous colour adds vibrancy to any dish or cocktail. We’re trying to position it as part of a summer lifestyle, rather than something you only eat when you have the flu,” explains Stewart.
A sustainable, premium – yet affordable – fruit
Germany was selected to launch the campaign because of its openness to new categories and strong appetite for health-forward, sustainably produced foods. Germans value sustainability, quality, and ethical production – but they also expect affordability.
“SummerStar Rubies tick all of these boxes. They are produced in world-class growing conditions in South Africa, meet strict EU import standards, and thanks to advanced cold-chain technology, they arrive fresh and flavourful,” says Landman.
SummerStar Ruby Grapefruits will primarily be promoted in Germany in summer 2025, and will expand to other European markets in 2026.
“This is just the beginning of grapefruit’s reinvention. This marketing initiative is vital to the industry’s long-term success, and thanks to the efforts of this group of growers, SummerStar Ruby Grapefruits are about to have their day in the sun”, concludes Stewart.
About SummerStar Ruby Grapefruits
Grown in the ideal climatic conditions and rich soils of South Africa, SummerStar Ruby Grapefruits offer a taste, texture, and colour unlike any other. Carefully cultivated by specialist growers, these prized fruits are quickly earning a reputation for exceptional quality and versatility. SummerStar Ruby Grapefruits are not just another variety, they have a sweet and tangy taste and premium feel.
Formerly known as Star Ruby Grapefruits, they have been rebranded to target the European summer months. The growers who have joined forces to promote SummerStar Ruby Grapefruits form part of the Citrus Growers’ Association of Southern Africa, and the collaboration is overseen and driven by the Grapefruit Variety Focus Group Committee.
Press Contact
Laura Rapson
Stardust Global
+27 72 379 0481
laura.rapson@stardustglobal.co