The UK cherry and English plum industries have received the backing of Sputnik Communications, the PR agency behind the success of the British Summer Fruit industry, to encourage consumers to increase consumption of the fruit.
Funding was announced at the recent British Summer Fruits board meeting after a seventh successful year of growth for berries, in which the category became the nation's favourite fruit, and after a strong campaign to support the cherry industry.
'We saw valuable editorial support for cherries last year in national media which will continue in 2012,' said Nick Marston, spokesperson for British cherries and English Plums. 'We see similar potential to promote the plum industry and remind consumers why they should seek English plums in store.'
Activities are funded by marketing companies such as Berry Gardens, Total Cherry and Norton Folgate, who represent approximately 90 per cent of cherry and 85 per cent of plum sales to retailers in the UK, and will be carried out by Sputnik.
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