Foods from Spain is planning its biggest-ever campaign to support the country's fruit and veg.
A total of £2m will be spent on an integrated promotional campaign, which will include cherimoya for the first time - better known as the custard apple - and Spanish soft fruit.
These join Picota cherries, Superior seedless grapes, plums, persimon and Canary Islands tomatoes, which have already spent two years under the integrated promotion.
"This is the third year we have run initiatives to promote Spanish fresh produce on an integrated basis, and we're already seeing strong results," said Foods from Spain director Maria Jose Sevilla.
Each product is funded by its growers' association, jointly with Foods from Spain, which is a division of the Spanish Embassy in London. Activities include in-store media and on-pack offers in the main UK supermarkets, advertising and advertorials, and trade and consumer PR.
Picota cherries will be the first to benefit in May and will be supported by a money-off link up with Cava and Rioja wines. "Retailers have responded well to this activity, and consumers are buying more of the produce we are promoting," added Sevilla.
Senior project managers in all the fresh produce categories promoted by Spain last year experienced sales growth. Persimon sales, for example, rocketed by 60% during its promotion from October to December.
Retailers that took part in the campaign for plums saw increases in sales of this fruit, against a declining market.
Spain's share of the fresh produce market in the UK remains at about 34%, according to Sevilla. But population growth is raising the annual amount spent by consumers on fresh produce, so Spanish producers are selling more than ever in the UK.
A total of £2m will be spent on an integrated promotional campaign, which will include cherimoya for the first time - better known as the custard apple - and Spanish soft fruit.
These join Picota cherries, Superior seedless grapes, plums, persimon and Canary Islands tomatoes, which have already spent two years under the integrated promotion.
"This is the third year we have run initiatives to promote Spanish fresh produce on an integrated basis, and we're already seeing strong results," said Foods from Spain director Maria Jose Sevilla.
Each product is funded by its growers' association, jointly with Foods from Spain, which is a division of the Spanish Embassy in London. Activities include in-store media and on-pack offers in the main UK supermarkets, advertising and advertorials, and trade and consumer PR.
Picota cherries will be the first to benefit in May and will be supported by a money-off link up with Cava and Rioja wines. "Retailers have responded well to this activity, and consumers are buying more of the produce we are promoting," added Sevilla.
Senior project managers in all the fresh produce categories promoted by Spain last year experienced sales growth. Persimon sales, for example, rocketed by 60% during its promotion from October to December.
Retailers that took part in the campaign for plums saw increases in sales of this fruit, against a declining market.
Spain's share of the fresh produce market in the UK remains at about 34%, according to Sevilla. But population growth is raising the annual amount spent by consumers on fresh produce, so Spanish producers are selling more than ever in the UK.
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