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Record volume of Spanish persimon sold in UK

29 March 2012

Sales of Spanish persimon to the UK have hit a new record level, with the industry reporting shipments have more than doubled this season. Growers say a total 1,234 tonnes of the fruit were sent to the UK in 2011/12, compared with 516 tonnes in the same period last year.

Meanwhile, estimates from UK supermarkets suggest that approximately 5 million persimons were sold during the Spanish season, compared with 2.1 the previous year – also a record. In October, ASDA told the Daily Mail that it sold more persimons than mangoes during the previous season.

The DO-protected persimon is promoted in store and in the media by Foods from Spain each year. This includes consumer sampling events and educational labels on packs in supermarkets and editorial features on the fruit in the online and printed press.

Retailers also contributed to the Foods from Spain campaign with elements that included additional sampling days and stock and extra print runs of promotional labels. They also increased listings of multiple pack formats of between two to four persimon.

Rafael Perucho, head of the regulatory council, Kaki de la Ribera del Xúquer Plaça, which controls the DO certification for the fruit, said: “We are really pleased with this growth for Spanish persimon in the UK, where demand has increased significantly for another successive year.

“A strong promotional package for this exotic fruit during its season in stores and in the media, coupled with great support from our retailer customers, has combined to make the persimon more popular than even some mainstream categories of produce.”

María José Sevilla, Director of Foods from Spain, said: “Our campaign to promote the Spanish persimon has focused on education and trial. This is a new fruit for many shoppers, so we give them opportunities to find out about its taste, where it comes from, how easy it is to eat – and, crucially, opportunities to try it. The incredible growth in sales of the persimon is a great success story for Spanish fresh produce, particularly when you consider this fruit was virtually unknown to UK shoppers just a few years ago.”


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