As the new season for Spanish persimmons gets underway, growers in the country have forecast record production this year, with a total crop of 50,000 tonnes predicted.
The increased volumes are the result of good weather and new plantings in the Ribera del Xúquer region, and should lead to the largest volumes of the Denomination of Origin (DO) protected fruit sold in the UK.
As a result, the season for the fruit, which runs from mid-October through until December, should also be extended by up to three weeks, with fruit potentially available until early January.
Last season, some 27,000 tonnes of DO persimmons were exported from Spain, below the forecast as a result of unseasonable we weather, which held back volumes at the start of the season.
'This year, we are expecting our largest ever crop of persimmons, and excellent quality for export,' said Rafael Perucho, head of the regulatory council Kaki de la Ribera del Xúquer Plaça, which controls the DO certification. 'The return to normal growing conditions means we can realise the potential for the fruit.'
To support sales of the fruit in the UK, a Foods from Spain campaign has run in the UK since 2005, focusing on both in-store and media promotions. Over the five-year period, sales have increased year-on-year, with this year's campaign again focusing on consumer education and trial encouragement.
'We are continuing our promotional campaign through Foods from Spain to build British consumers' familiarity of the persimmon,' Mr Perucho added. 'Over the last five years, we've seen encouraging growth in the market. With a strong campaign and increased availability, we plan to build further awareness amongst shopper and boost sales further during the season ahead.'
