Hortgro launches US stonefruit promotion

South African industry body Hortgro has announced its second annual ’Plum Possibilities’ consumer-facing sweepstake to shoppers in the US.

Running until 18 March, participants will be encouraged via email and social media platforms to enter the promotion for a chance to win one of two US$500 gift cards.

Hortgro said it will connect with target audiences in the areas where the product will be available, via online advertising through social media to drive demand for plums and encourage shoppers to participate in the sweepstakes.

South African plums can be found at Costco, Sam’s Club and Wegman’s with ”high saturation” in the northeast region.

“We are thrilled to be able to build upon the engagement and success we experienced from our inaugural promotion launch last year,” said Wilechia Van Der Westhuizen, trade development manager at Hortgro.

“Having the opportunity to continue to educate and enlighten US consumers about what makes South African plums special is key to furthering our presence on grocery store shelves.”

Fruit began arriving to the US from South Africa with a 50-50 split between New York and Philadelphia, just in time to kick off the consumer promotion.

The growing regions have been experiencing favourable weather conditions the last few weeks, which have contributed to the overall quality and taste of South African plums. 

The South African stonefruit industry has been focused on new cultivars which has led to greater consistency of product in what is quite a challenging category.

This ensures consumers have a positive eating experience and can trust the product every time, Hortgro explained.

“We hope that with this second year of the sweepstakes we are able to gather crucial information about shoppers that will help build relationships and increase sales for retail partners while also bring awareness to the greatness that South Africa stone fruit has to offer,” noted Van Der Westhuizen.