This chapter explores changes in what might be called a ‘newly traditional’ fruit commodity: fresh citrus exports from South African. It examines the impact of the liberalisation of citrus exports from South Africa. The chapter argues that the single desk agent was able to drive the chain in important respects, but that its power to govern the chain was always compromised by quality problems, competition from other citrus producing countries and, by the late 1980s, by the power of multiple retailers. In G. Gereffi’s original formulation of the global commodity (value) chainframework he distinguishes between producer driven and buyer driven chains. The chain to continental Europe is in flux and retailers appear to be playing a more important role in fresh fruit chains. Large cooperatives have responded differently to the challenges they face in a fragmented and increasingly demanding citrus export chain.