South African stonefruit sees positive start in UK

Promotional activity for the South African stone fruit industry is underway, and growers are optimistic about the season ahead.

The 2018/19 season brought many challenges after last year’s drought caused damage to early crops, which impacted fruit size, quality and volume. This year, however, is set to see an improvement in all aspects.

Hortgro, the organisation that represents South Africa’s stone and top fruit industries, will continue to develop the plum, peach, nectarine, apple and pear categories in the UK through their integrated marketing initiative, which has now been running for 11 years.

“The Beautiful, Country, Beautiful Fruit campaign is an essential vehicle for growing the South African fruit market in the UK and engaging with stakeholders throughout the supply chain," says André Smit, Hortgro Stone Chairman.

"We were faced with many challenges during the previous season, but the stone fruit industry is looking forward to the 2019/20 season and remains committed to supplying consumers with good quality and great tasting products.”

Collaboration with retailers will be one of the main focuses during this year’s campaign, which will include in-store promotions, advertising and editorial online and in retailer magazines, head office sampling and social media activity.

Source: Produce Business UK