Tesco has been named as the South African Stonefruit Retailer of the Year 2012 by South African growers, for the support that the UK group has given to the stonefruit category.
Jacques Du Preez, product manager at South African stonefruit and topfruit grower representative Hortgro, presented the award to Tesco’s stonefruit technologist Natalie Slack at Tesco headquarters last month.
'Tesco has worked closely with the South African fruit industry’s promotional effort since it began in 2009,' Du Preez explained. 'It has collaborated with us to achieve great stand-out for South African fruit in the stonefruit category, working with the campaign to help its customers identify South African fruit when it’s eating at its very best – and helping us communicate to them the varieties, seasonal and ethical attributes that make it unique.'
This year, Tesco included the South African logo on punnets of South African stonefruit, contributed its own point of sale material for Flavor King plums and helped produce a bespoke customer information booklet and sample South African stonefruit to Tesco staff at head office.
'Crucially, Tesco has achieved a strong year-on-year performance during the season for South African stone fruit,' said Du Preez. 'This is a real endorsement of this coordinated and collaborative approach to marketing stone fruit.'
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