From the Desk of the CEO: CGA Citrus Legend – Mikhail Fateev

When you receive correspondence from Mikhail, it is like reading poetry.

Although English is not his mother tongue, he writes with imagination and beauty. Not only does he write beautiful English, he has even written
songs in Afrikaans, and had them recorded in Stellenbosch – such is his love for South Africa.

Mikhail pioneered the importing of South African fruit to Russia in the 1980’s and 1990’s. The program is so successful that now around 10% of southern African citrus is exported to Russia.

Mikhail has been a CGA representative in Russia since 2010, proving 15 years of commitment to southern African citrus. As the CGA’s representative in Russia he has kept value chain players aware of market conditions, prices and other interesting information through a weekly newsletter. He has formed strong relationships with importers, the government and the press, ensuring that problems in the market are minimised.

Photo: Mikhail Fateev, a photo which appeared at https://tvbrics.com/en/news/head-of-the-food-and-agriculture-sector-of-the-russia-south-africa-business-council-assesses-coopera/

 

Mikhail has mixed with Presidents and with workers, and everybody in between. His easy manner and engaging personality makes him a hit with whoever he deals with.

One memorable Mikhail moment was in 2022 when the 8 billionth child in the world was born. Many countries claimed the 8 billionth child – as did Russia. He decided it would be a good idea to get some publicity by sending some citrus to the mother and child. Of course the media was there and as a result there are photos of this poor lady with her newborn child in a hospital room surrounded by cartons of South African citrus. Mikhail never gave up an opportunity to get publicity for South African citrus.

At the start of every season Mikhail travelled to the port and welcomed the first vessel carrying South African citrus – making sure that the first consignments were well received and discharged with no problem – and involving media and government officials where possible.

[In closing, Chadwick includes a tongue-in-cheek but sincere WhatsApp from Fateev. Find the original article here].

The piece originally appeared in the From the Desk of the CEO newsletter, 12/15. 

Relevant Agribook pages include “Citrus fruit“.