Visiting USAID Africa Bureau Advisors Greg Simpkins and Mervyn Ellis from Washington, D.C., USAID/Southern Africa’s Takele Tassew and Evans Chinembiri, and representatives from the Hub conducted a site visit to Rugani Juice in Tarlton, South Africa. Thanks to previous market linkages made by the Hub, the largest carrot producer in Africa is now producing juice for the leading kosher food distributor in the United States, Kayco ( 

The Hub introduced Rugani Juice (owned by Greenway Farms) to Kayco during the Summer Fancy Food Show 2017. Following months of negotiations, site inspections by Kayco’s Kosher Rabbi, and product trials, Rugani Juice received a maiden order to produce three 40-foot containers of private label juice for the U.S. market. The U.S. order is for 100% pasteurized, sugar-free, preservative-free, all natural carrot juice in 750ml tetra packs. The $240,000 trial order will leave for the U.S. in mid-December 2018 and will be distributed by Kayco to Costco and other retailers.

Greenway Farms ( is co-owned by a family and worker’s trust. Rugani carrots make-up over 40% of the South African market. Its juice operation ( is 50% owned and managed by Greenway Farms, the other 50% is owned by a foreign investor. Based on its burgeoning export success, Greenway Farms plans to exhibit at the Summer Fancy Food Show 2019 with the Hub to expand market share in the U.S. and to promote its full range of natural/health products.


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