A promotional campaign to support the ClemenGold citrus variety is set to launch in the UK during July, designed to introduce the fruit to a greater number of shoppers and therefore develop the market further.
The initiative will be supported by packaging and promotional activities that push the premium clementine variety's sweetness, flavour, juiciness, freshness, wide appeal and consistent quality.
As part of the campaign, tasting events will be held in major retailers across the UK, with plans for information booklets, online advertising, samples sent to trade and consumer press and a competition giving consumers the chance to win a holiday.
Meanwhile, a public relations initiative is also set to take place, featuring simple ideas for eating and cooking with ClemenGold, timed to coincide with the UK summer and developing consumers' perceptions of ClemenGold as a refreshment, a snack and a shopping list item.
'We are extremely excited about the potential to further develop ClemenGold for UK customers,' said ClemenGold Company CEO Abs van Rooyen. 'For many years our quest was to fill the gap that followed the late season for clementines. Nothing on the market had delivered the essential package of taste, aroma, lack of seeds and superior eating quality. With ClemenGold, we have a product that delivers on all these fronts.'
The promotion represents the first coordinated campaign for ClemenGold, which has established itself in the UK over the past six years and is widely available across major retailers such as Tesco, Sainsbury's, Morrisons, Marks & Spencer and Asda.
Initially focusing on the Southern Hemisphere season, including fruit from South Africa, Australia, Argentina and Uruguay, the ClemenGold company is also working with producers in Northern Hemisphere countries such as Spain with the aim of expanding availability for up to nine months of the year.
'ClemenGold is a great product with many attributes which can be explored and expanded on for the consumer,' said Michelle Kruger, COO of the ClemenGold company. 'Working closely with retailers, importers and journalists in the UK, we aim to establish ClemenGold in the minds of consumers, as one of the best tasting, highest quality clementines on the market and available for most of the year.'
The ClemenGold name is owned and managed by the ClemenGold Company, part of the South African company Citrogold (Pty) Ltd. The variety itself is based on the Nardorcott variety, a Murcott and clementine cross originating in Morocco.
'To qualify as ClemenGold, we require that our selected producers provide fruit that conforms to consistent quality specifications,' said Mr van Rooyen. 'The most important of these is a ratio of sugar to acid of a minimum of 10. The fruit must be sweet, with minimum brix levels of 11.5 and acid no higher than 1.5
'Externally, the skin must be smooth, with a deep orange colour and no green specks,' he added. 'The spec for ClemenGold also stipulates that fruit must be allowed to ripen naturally.'
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