The new French summer fruits promotional campaign is due to start next week in the UK, starting with a tennis-themed networking event at Wimbledon’s Centre Court.
Wholesalers and buyers have been invited to meet Daniel Soares, international exports manager for French summer fruits, to discuss the current season, as well as future seasons.
“Consumers have strong associations between French summer fruits and ‘joie de vivre’, so inviting buyers and importers to an enjoyable summer activity to highlight the French apricot offering seems ideal,” said Mr Soares.
The ‘joie de vivre’ message will be echoed in consumer promotions for the full summer fruits range throughout July and August, as well as through competitions in the retail consumer press, offering customers the opportunity to win culinary holidays in the south of France.
A trade advertising campaign will be undertaken throughout the summer months to reinforce the core messages of quality and proximity to the market among importers, wholesalers and buyers.
Mr Soares commented: “France is one of the UK’s closest suppliers of imported summer fruits and the range consistently meets the UK’s high specifications. This consistent quality is the reason many multiples choose to retail French summer fruits under their own premium label brand.”
The season kicked off in late May with French cherries, followed closely by apricots, peaches and nectarines in June. Melons, pears, plums and grapes arrive in July, with the season lasting until the end of September, and even October for some later varieties.
