The South African citrus industry is in mourning following the unexpected death of Deon Joubert, a towering figure whose expertise and passion shaped the country’s fruit export landscape for decades.

Dr Boitshoko Ntshabele, CEO of the Citrus Growers’ Association of Southern Africa (CGA), announced the sad news in a heartfelt statement: “It is with deep sadness that the Citrus Growers’ Association of Southern Africa (CGA) received the news that Deon Joubert has passed away. Deon has been at the very centre of South Africa’s citrus industry since he joined the CGA as its European Union Special Envoy in 2014.”

Ntshabele said Joubert passed this morning (25 November), at the age of 68, after complications following a medical procedure last week. “Those close to him were by his side. The entire CGA family sends out its deepest condolences to Deon’s family. They are in our thoughts and prayers.”

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As an agricultural economist and trade expert he was a prominent figure in the fruit industry. “Deon dedicated decades of his life to advancing market access, building bridges between producers and global partners, while championing agricultural exports. He was well-known and beloved in many circles for his immense knowledge of trade policy, export dynamics and supply chain logistics,” Ntshabele.

Before Deon joined the CGA, Ntshabele says he was already a respected figure in agricultural circles, having distinguished himself though influential positions in both government and the private sector – notably as South Africa’s agricultural attaché in Brussels, and as general manager for fruit logistics at Capespan.

“Few have had such a profound impact on the trajectory of the fruit industry in South Africa as Deon did. Deon’s immense expertise always came accompanied with a unique energy and humour. His charisma, warmth and sociability naturally led to a wide network of friends, colleagues and fruit growers who will miss him dearly.”

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A Legacy of Excellence

Joubert’s career trajectory reads like a masterclass in agricultural diplomacy and trade development. His transition from South Africa’s agricultural attaché in Brussels to his pivotal role at Capespan, and finally to his position as the CGA’s EU Special Envoy, demonstrates a consistent dedication to opening international markets for South African produce.

His work as EU Special Envoy was particularly crucial during a period of increasing complexity in international trade relations, where his deep understanding of European markets and regulatory frameworks proved invaluable to South African citrus exporters.