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Spanish citrus season enters Tesco

Tesco and AMT Fruit (Munoz Group), a citrus specialist, is celebrating the start of the Spanish citrus season.

Continuing the success of previous campaigns, this yearʼs experiential activity centred on the Kings Cross and Waterloo main stations. Commuters were presented with Spanish Citrus to start their day, together with discount vouchers to use in store and the opportunity to ʻtweet to winʼ a week-long holiday in Murcia.

“Spain is recognised for producing high quality citrus. Our event ensures customers know the new season has arrived and they can start filling their fruit bowls with the best Spain has to offer!”, stated Tesco Citrus Commercial Manager, Laura Cope. "We are once again investing in a number of activities to highlight the full offering, including eye-catching point of sale, display boxes and price promotionsʼ."

Over 40,000 samples were distributed over the two days with a reach across social media of over 450,000 accounts.

Store activity will continue throughout November with early indications showing strong sales in the lead up to the key Christmas trading period. Spanish citrus accounts for over 40% of the total UK market sales. With over 362,000 tons sold in the UK (growth 1.9% to Oct 2014) Spain is the largest importer of citrus fruit to the UK, followed by South Africa and Morocco respectively.

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