The official birth or launch of the new Dragon Fruit or Pitaya as a high-returns industry to growers, took place at a venue in Tzaneen, attended by a carefully selected group of forward thinking farmers.

Almost all of the 20ha of Dragon Fruit grown to-date in South Africa have to be hand pollinated at night and are not sweet to taste and are rather watery and bland.

The 14 new cultivars under the Trade Mark Brand of Amorentia Sweet Dragon Fruit are sweet and delicious to eat and are self-pollinating varieties, pollinated at night by moths and bats.

A grower participation Marketing Company, Amorentia Sweet Dragon Fruit Marketing, will be 50% owned by grower shareholders who plant these new selections.

Growers will be in a position to determine their own destiny in the marketing of their own produce.

This is a refreshing approach and in the new-age of marketing, rather Disintermediate.

The consumer will for the first time, both here in South Africa and in export markets beyond our shores, have the confidence to know that all Dragon Fruit sold under the brand of Amorentia Sweet Dragon Fruit will be of the highest quality.

Interested parties should see the Amorentia Website for more information and contact details.