AMORENTIA

Sweet Dragon Fruit Nursery

Pitaya

Amorentia Sweet Dragon Fruit
Why we’re different

The old, Dragon Fruit selections, better known to consumers, are mostly bland to taste and leave the consumer largely disillusioned with this remarkable fruit.

The trademarked Amorentia Sweet Dragon Fruit (ASDF) cultivars are delicious and sweet and, they leave consumers exited and wanting more!

Planting these cultivars from Amorentia Nursery, offers growers a unique marketing opportunity by offering shares in an independent, Marketing Company. (The Amorentia Sweet Dragon Fruit Marketing Company)

The Marketing Company
A unique marketing opportunity

The Marketing Company (MC) is a majority grower-owned company which decides on the appropriate marketing channels for Amorentia Sweet Dragon Fruit produced by the growers.

The current MC Shareholders have engaged the services of one of South Africa’s leading Fresh Fruit and Vegetable Market Agents, the RSA Group, on an exclusive basis. The agreement is renewable annually at the discretion of the growers, in order to maximize on the best possible access to the market.

The MC, through its advertising, promotion and presentation of these Trademarked new, sweet and super-sweet Dragon Fruit selections, differentiates ASDF from the old bland tasting selections, in order to rebuild consumer confidence.

Amorentia Sweet Dragon Fruit branded fruit will have the Amorentia red tree sticker on their skin. The consumer will be educated to instantly recognise this branded fruit as being superior in taste and quality, and in time, the Amorentia Sweet Dragon Fruit selections should show higher returns to growers.

Goal driven

  • Creating an identifiable brand which easily allows the consumer to differentiate Amorentia Sweet Dragon Fruit from older, bland tasting fruit.

  • Strength in numbers = growing an industry, creating a demand, determining our value and securing consumer confidence.

  • Knowledge sharing among shareholder members.

  • IP transfer directly from the Nursery.

  • Field officer offers in-field statistics and on-going findings.

  • Management tools.

  • Direct access to market.

  • Packaging knowledge

Shareholding in Amorentia Sweet Dragon Fruit Marketing Company

  • Amorentia Sweet Dragon Fruit will be marketed and sold under the brand
  • All fruit will be packaged in uniform, branded packaging
  • All fruit sold will be levied @ 5% of net selling price
  • All levies are paid to the Marketing Company (MC)
  • Distributable dividends from the MC are paid out to the Shareholders
  • Such payments authorized by the Directors of the MC
Amorentia Sweet Dragon Fruit Mother Block
Amorentia Sweet Dragon Fruit Mother Block

Dragon Fruit, what am I?

Dragon Fruit also referred to as Pitaya. Pitaya is used in many countries to describe the yellow skinned selections. Hylocereus undatus (the white-fleshed fruit) is a species of Cactaceae and is the most cultivated of that genus. Like all true cacti, the genus originates in the America’s and was first planted commercially in Central and South America.

These broad-leafed cactus-type vines, are cultivated in sub-tropicaland tropical regions throughout the world particularly for its health attributes.

Nominated as a Super-food in 2013.

Dragon Fruit plants flourish in warm to hot areas with good rainfall and in highly organic or composted soils. In most cases frost will kill the plants. The plants are fast growing epiphytes and flower up to 5 times throughout summer and autumn.

Commercial plantings are found in Thailand, Indonesia, Vietnam, Northern Australia, Philippines, Sri-Lanka, Hawaii, Israel, Cambodia, Taiwan and Cyprus and Southern China, and in various countries in Central and South America and more recently in the US.

To date less than 50ha of Pitaya orchards have been established in South Africa, many of these plantings are not of the sweet cultivars. Older plants can be top-worked to the new selections. Many of the varieties are not always sweet to taste.

Amorentia propagates a selection of plants which have more recently been imported. These are a new generation of deliciously Sweet, red, pink and white fleshed.

Amorentia plants are free of all visible signs of Xanthomonas campestris, and are available in large numbers for commercial plantings on an exclusive basis to carefully screened growers.

The fruits are oval in shape with a leathery-pack of soft, pink, skin with fleshy leaf-like posterior projections bounded by greenish margins. They do perhaps look a bit like the scales on a Dragon.

The flesh is either white or reddish to deep pink with minute black seed-specs. The red varieties are often more of a psychedelic Burgundy-Red to Cerise-Pink. These deep colours are rather unbelievable for a fruit but are most inviting.

Dragon Fruit Smoothie
Amorentia Sweet Dragon Fruit Smoothie
Dragon fruit pieces

Health Attributes

This remarkable, sweet fruit has been shown to lower blood sugar levels and blood pressure, strengthen bones and teeth and promote healthy blood and tissue formation, strengthen the immune system, heal bruises and wounds faster and help with respiratory problems.

Dragon Fruits are truly one of the homes of the beauty industry.

They are said to prevent constipation, promote eye health, increase bone density, help in the formation of cell membranes and the prevention of anaemia and anti-neuritis, angular cheilitis, lowering cholesterol and most interesting of all, it is also said to help treat diabetes.

Pitaya contains certain beneficial vitamins and minerals. The fruit is rich in antioxidants, Vitamins B1, B2, B3 and C, polyunsaturated fatty acids, carotene, protein, calcium, iron and phosphorus.

One study showed that Dragon Fruit had a notable impact on oxidative stress and aortic stiffness in diabetic rats, suggesting the fruit may be beneficial in preventing complications associated with diabetes. The same study indicates the regular consumption may lower the risks of developing heart disease and developing high blood pressure.

Pitaya is known to be high in antioxidants. Present findings show that regular consumption of the fruit reduces weight considerably, creating a well-balanced body, without compromising other individual health matters. The seeds contain omega-3 fats. Research shows that omega-3 fatty acids can fight inflammation and autoimmune diseases. Resulting from its nutritional make up, including antioxidants, monounsaturated fats, vitamins, minerals, enzymes and fibre.

It is an extraordinary beauty-enhancing fruit!

Growth Production

Pitaya are planted under ultra-high density orchard conditions. They are planted in rows with plant populations which vary from 1100 to 1350 plants per hectare. 2.5 x 5m or 2.5 x 4m apart on single reinforced concrete posts. Or on a T-bar trellising system similar to that used for Kiwi Fruit.

Each plant is trained up a single post or precast concrete post protruding 1.8m out of the ground. Attached to the top of the support post is a steel cross-brace mounted inside an old car or motorbike tire, through which the production laterals or branches are trained to spread out and then hang down towards the ground.

Pitaya Flowers, Amorentia

It is on these laterals that the flowers and fruit set occurs. Under Southern African growing conditions, The plants must be established under irrigation.

Sweet Pitaya Fruit Orchard

The plants are relatively easy to grow but establishment costs per ha are high. Under good growing conditions and with the right planting material, the plants will yield their first fruit at two years old and be in full production by year 5. Yields per ha range from 20 – 30 tons per ha under variable conditions.

For commercial farming the life expectancy for a Pitaya plant is 20 years. With the tremendous variability of selections and the consequential taste of Dragon Fruit in South Africa, together with older selections not being naturally-pollination , great care must be taken to source the right naturally-pollination selections which produce sweet fruits. 

All the named selections supplied by Amorentia are naturally-pollination, sweet varieties or cultivars. A proportion of the licencing payments for Amorentia Sweet Dragon Fruit cultivar selections will be pooled and dedicated to the marketing and promotion of the Amorentia Sweet Dragon Fruit branded varieties. Become a lover of Dragon Fruit. They are healthy sweet and deliciously exotic, decorative and real conversation fruit.

Climatic Conditions

Climatic Conditions:

Pitaya prefer a dryer sub-tropical (to tropical) climate. Dragon Fruit will grow well in climates where Macadamia nuts, Avocados and Bananas are grown commercially.

Pitaya rainfall requirements are 600 to 1300mm per annum with supplementary irrigation in the dry seasons.

Dragon Fruit require less irrigation than Macadamias and Avocados. It is interesting to note that with the severe drought in Southern California, farmers are replacing Avocados with Dragon Fruit. It is estimated that they require only 65% of the water and rain that Avos do.

Good temperatures are 21-29°C, but they can withstand maximum temperatures of 38-41°C and as low as -1°C for short periods.

The Proposal - Opportunity to Growers

  1. Cost of the 1st 1ha of a particular, Amorentia Sweet Dragon Fruit, TM selection is R50 000,00.

  • R10 000 is transferred to the Amorentia Sweet Dragon Fruit Marketing Company.

  • R40 000 includes all planting material, exclusive access to all cultivars and new flesh colours together with all planting, cultivation, production and trellising IP on an ongoing basis. It includes access to the Amorentia Sweet Dragon Fruit Grower’s Manual and usage of the information generated by a research biologist who employed by the Amorentia Sweet Dragon Fruit Marketing Company.

  1. Cost of 2nd ha and all subsequent 1ha developments, (or any part thereof) of a particular Amorentia Sweet Dragon Fruit TM selection is R14,800,00.

  • R 4, 800 is paid as a royalty payment (12% of the original price of the plants which was R40,000 for the 1st ha) to Amorentia Nursery. The 2nd ha is developed from cuttings taken by the Grower from the plants originally bought from Amorentia for the first ha as in A) above. Prior written authorization will be issued by Amorentia Nursery to each registered grower for their 2nd HA. (Purely for administrate purposes)

  • R 10, 000 is payable to the Amorentia Sweet Dragon Fruit Marketing Company within 18 months of that planting.

Amorentia Sweet Dragon Fruit Marketing Company (MC) is structured as follows:

4000 authorised shares will be issued in 2 phases

Phase I: 2000 to be issued

Phase II: 2000 to be issued

For every 1ha purchased 2 shares are issued in the MC as follows:

  • 1 Share to the grower

  • 1 Share to Amorentia Estate

  • Growers appoint 3 Directors

  • Amorentia Estate appoint 3 Directors

  • At all times grower’s group and Amorentia Estate remain 50/50 Shareholders in the MC

  • The revolving Chairman, who is elected by the 3 grower directors, retains a casting vote, in the decision-making process.

  • The Marketing company’s role is to develop marketing opportunities locally and aboard and to advise its shareholder grower members.

Of the R50 000,00 or R14 800,00 paid by the grower as a licensing or royalty fee, R10 000,00 will be deposited into the Marketing Company (MC) account.

For:

  • Marketing

  • Promotions – Advertorials

  • Brand Development

  • Fruit Branding

  • Field Officer/s

  • Research and Development (RND)

All Amorentia Sweet Dragon Fruit will be marketed and sold under the Amorentia Sweet Dragon Fruit brand.

All fruit sold will be levied @ 5% of net selling price.

All levies are paid to the Marketing Company (MC).

Distributable dividends from the MC are paid out to the Shareholders.

Such payments authorized by the Directors of the MC.

Pitaya

Presentations

Dragon Fruit Nursery

CLICK ON THE LINKS BELOW TO VIEW  THE PRESENTATION :

Marketing Presentation 2019

Media Coverage

2016

South African venture to ignite dragon fruit industry with trademark cultivars

A new project in South Africa aims to establish a thriving dragon fruit industry with the nation’s first trademarked varieties.Amorentia Estate and Nursery owner Howard Blight recently registered 14 U.S.-developed varieties of the tropical fruit, also known as pitahaya, which he says are far superior to the cultivars currently under small-scale production in the country.

Sweeter dragon fruit varieties for SA growers

At R50/kg, one would think more South African farmers would be producing dragon fruit. However, although local conditions are ideal for growing this cactus plant, to date plant material has been scarce in South Africa and the number of available cultivars limited. Moreover, these cultivars have not been well-received by consumers due to their bland taste.

New dragon fruit varieties for SA growers

Declared a ‘superfood’ in 2013 due to its health properties, demand for the fruit in SA, although low, is steady enough to warrant prices of about R50/kg, according to Amorentia Estate owner, Howard Blight.

The first South African sweet dragon fruit

South Africa is ready to enter the dragon fruit market with new, deliciously sweet cultivars.

Plantmateriaal vir soet draakvrug in SA

Dis nié die vrugteboom in jou skoonma se tuin nie – dié drakie het in 2013 internasionale supervrugstatus gekry.

2019

Pioneering South African dragon fruit venture builds momentum

A South African dragon fruit venture that is introducing new varieties into the country is rapidly building momentum and excitement.The first volumes of trademarked varieties marketed under the Amorentia Sweet Dragon Fruit brand were sold on the domestic market this past summer season, and inaugural exports to Europe could take place in the coming months.

People, planet and profit farming in South Africa imperative

Dragon Fruit are the new kids on the block, that will firmly root future precision-farming and food consumption on your agenda.

Amorentia Sweet Dragon Fruit Interest Grows

Amorentia Estate & Nursery is the home of the Sweet Dragon Fruit in South Africa.

PUTTING THE PUNCH INTO DRAGON

Dragon fruit’s peculiar appearance and exotic name are enough to make anyone take a second look. But beyond novelty appeal, the fruit holds considerable promise for South African producers. Lindi Botha visited Howard Blight at his nursery near Tzaneen to learn about this remarkable crop.

Amorentia launches new, sweeter dragon fruits

Howard Blight, owner of Amorentia Estate, said: “Predominantly consumed in Asia, dragon fruit, also knownas pitaya, looks exotically gorgeous, and is packed with nutrients, but its reputation for taste is generallypoor. This is attributable to the predominance of the commercial cultivation of largely only the

ENTER THE IMPROVED DRAGON

A new variety of sweet dragon fruit is being produced in SA and will be showcased as a superfood at the Johannesburg International Flower Show.
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