UK consumers will this year have a greater opportunity to pick up Spanish persimons, as supermarket listings grow further in the country with the addition of Wal-Mart owned Asda.
The retailer joins Morrisons and Tesco in stocking the fruit during the persimon season, which runs from October through until December and is backed by a continuing education programme from Foods From Spain.
It marks the fourth year that Foods From Spain has run promotional activities for the fruit, with trial and education key to the initiative. In-store activities such as tastings will be accompanied by advertising, advertorials and editorial articles in the consumer media that promote Spanish persimons.
In addition, the promotional campaign will also feature an event at London's Moro restaurant, winner of UK newspaper the Observer's Food Monthly Best Restaurant 2009 award, with chef/owners Sam and Sam Clark serving a persimon-based meal while also developing recipes for use on the campaign website.
'We have high hopes for this year's season for DO persimon from the Ribera del Xúquer,' said Rafael Perucho, head of the regulatory council Kaki de la Ribera del Xúquer Plaça, which controls the fruit's DO certification.
'The fruit is increasing in popularity in Britain as more consumers learn where and when to find this fruit, and how to eat it,' he added. 'The promotional support we are once again lending the Spanish persimon will help grow awareness of the persimon further and support sales of this delicious fruit.'
Sales of Spanish persimon grew 18 per cent in the UK during last year's season, according to TNS data, with sales at Tesco up 155 per cent compared with the previous year.
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