South Africa, Sept. 24 -- During the past four decades, the organisation has always celebrated Mzansi, working with local farmers, designers and other experts. The result is a real good news story, and a demonstration of South African grit and spirit.

Comments founder and CEO, Dave Baker, "We like to think of ourselves as the 'homegrown suppliers of optimism'."

A toast to success

To mark its 40th birthday, Sir Fruit has launched a communications campaign to celebrate this sense of forward-facing positivity.

Director (and Emmy-nominated comedian) Lazola Gola of Bioscope Films was tasked with producing engaging, fun screen executions that capture the gees of South Africa; this nation of hard-workers, go-getters, can-do-ers, hustlers, an...