The Maluma story...
In the 90’s a farmer from Levubu in Limpopo, South Africa found a dark-skinned avocado variety in one of his orchards that produced tremendous yields year on year. As a production-driven farmer the late Mr Dries Joubert, also a nurseryman then, propagated a few trees for himself and exported these fruit as Hass fruit, a well-known avocado cultivar.
During a visit to Joubert’s farm another farmer, Mr Kosie Eloff from Soekmekaar (now Morebeng), noticed this unique tree and, with the permission of Joubert, contacted Dr André Ernst from Allesbeste Nursery and requested him to propagate clonal avocado trees for him with this Hass-type (dark skinned) avocado variety. Dr Ernst agreed to this and was intrigued by this unique plant as Ernst was at that stage already in the process of cultivar research and development. Ernst contacted Joubert for the opportunity to further investigate this avocado variety. Joubert agreed.
Mr Eloff planted his first trees during 1998 and decided to call it “Dries Hass” in honour of Mr Dries Joubert, the founder. Soon after, Dr Ernst also propagated plants for himself and planted his first orchard during 1999 and with the permission of Mr Joubert called it Maluma, the name of Mr Joubert’s farm.
Maluma was closely evaluated and a great amount of time and effort was dedicated to this variety, and its potential just remained evident. More role players became interested and among the first was tomato giant ZZ2, whom by that time was already growing in stature as an avocado producer. Maluma soon distinguished itself from other avocado cultivars based on its production potential and taste.
Maluma was registered as full avocado cultivar in 2004…
Establishing a new cultivar in the market is not an easy task, but through the passion and dedication of a small group of visionary people that recognized its value to the consumer Maluma became a success story.
Today… Roughly 180 hectares of Maluma is planted throughout the different production regions of South Africa, with its largest production being among the hills and valleys of both Tzaneen and Mooketsi. A cultivar well suited for the modern, environmentally oriented farming environment and appealing to the discerning consumer, a true South African heritage, born and bred in South Africa.