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sales predicted to double

UK: High hopes for Spanish persimon season

Growers of Spanish persimon say they aim to better last year’s record sales in the UK as the 2012/13 season gets underway.

Approximately 5.2 million persimon were sold last season, an increase from 2 million the previous year.

This year one retailer is already reporting record sales, with the increase expected to continue in the lead up to Christmas. Persimon is one of their fastest growing lines, outselling mangoes, kiwifruit and even avocados some weeks. The retailer is forecasting double the amount of sales on last season.

Rafael Perucho, head of the regulatory council, Kaki de la Ribera del Xúquer Plaça, which controls the DO certification for the fruit, said: “Over the past few years we have seen tremendous growth in our European markets, and particularly in the UK, and we are confident these markets will continue to expand this year. Growing conditions so far this season have been good and we are expecting a successful, high quality crop.”

Growers are forecasting a 15% increase on last year’s production total of 50,000 tonnes. Some producers are switching from stone fruit to persimon as the market for this fruit grows.

The DO-protected persimon is being promoted in store and in the media by Foods from Spain with the strapline “Spanish persimon, have you tried one yet?”. The campaign will include consumer sampling events and educational labels on packs in supermarkets and editorial features in the online and printed press.

The campaign also features an online demonstration video with tips on preparing and eating persimon, sampling to journalists and restaurants, and a children’s mascot – Pedro Persimon.

María José Sevilla, Director of Foods from Spain, said: “The 2012 campaign aims to educate consumers about the persimon fruit – how to prepare it, how to eat it and when it’s in season. Persimon is growing in popularity in the UK, thanks to our ongoing campaign and the willingness of the retailers to get behind this lovely fruit. We are looking forward to seeing further developments this season.”.

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