Frederick Odendaal has been involved in the pome fruit industry for nearly 30 years. He began his career as an Agricultural Economist at Ceres Fruit Growers and currently serves as Manager at Growersdirect@CFG. His work focuses on value management throughout the supply chain, helping maximise sustainable grower returns from farm to market. Working closely with Tru-Cape Fruit Marketing, he advises growers on cultivar selection, fruit quality and market requirements, while providing insights into market performance and emerging trends to support long-term profitability and informed production decisions.