David Shapley
Chilean producers are set to substantially increase their share of UK supermarket sales this season, an industry spokesman has claimed.
Good quality crops and a new EU free trade agreement, combined with an improvement in the euro/dollar exchange rates would pave the way, said Roger Manning, director general of the Chilean Fresh Fruit Association, Europe.
He said the CFFA expected Chilean fresh fruit exports to Europe to return to and even surpass the levels of two years ago. Headway had already been made with stone fruit such as nectarines and plums, with further multiple support won by the effects of an expanding cherry industry, he said.
Chilean cherries are being featured by Sainsbury in a special St Valentine's Day promotion. "The fact that the European kiwifruit crop is expected to finish early will also bring extra interest," he added.
Seedless grapes are also expected to receive a boost with the competitive South African crop possibly set to finish earlier than expected. "The development of pigmented seedless varieties will mean there will be Chilean fruit available through until the end of May," said Manning.
Apples would continue to be one of the chief battlegrounds among southern hemisphere suppliers, although he added that importers were heartened by the recent World Apple Report which put Chile in top spot alongside New Zealand for the first time in eight years.
Chilean product will also be supported with a repeat of the cinema ad piloted last year, covering 55% of UK screens, from the end of February until May.
{{MARKET EDGE }}
Chilean producers are set to substantially increase their share of UK supermarket sales this season, an industry spokesman has claimed.
Good quality crops and a new EU free trade agreement, combined with an improvement in the euro/dollar exchange rates would pave the way, said Roger Manning, director general of the Chilean Fresh Fruit Association, Europe.
He said the CFFA expected Chilean fresh fruit exports to Europe to return to and even surpass the levels of two years ago. Headway had already been made with stone fruit such as nectarines and plums, with further multiple support won by the effects of an expanding cherry industry, he said.
Chilean cherries are being featured by Sainsbury in a special St Valentine's Day promotion. "The fact that the European kiwifruit crop is expected to finish early will also bring extra interest," he added.
Seedless grapes are also expected to receive a boost with the competitive South African crop possibly set to finish earlier than expected. "The development of pigmented seedless varieties will mean there will be Chilean fruit available through until the end of May," said Manning.
Apples would continue to be one of the chief battlegrounds among southern hemisphere suppliers, although he added that importers were heartened by the recent World Apple Report which put Chile in top spot alongside New Zealand for the first time in eight years.
Chilean product will also be supported with a repeat of the cinema ad piloted last year, covering 55% of UK screens, from the end of February until May.
{{MARKET EDGE }}
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