Leading Spanish fresh produce exporter Anecoop has unveiled a new business group specifically for the marketing of persimmon.

Already the largest player in the Spanish persimmon market, Valencia-based Anecoop said the new single-product business group was necessary due to the huge interest that has been building up among the citrus grower base, as well as the marketplace for the fruit.

Joan Mir, deputy ceo in charge of management and strategy at Anecoop, said: “The quality of persimmon and its nutritional and taste characteristics have fully met the expectations of the distribution and consumer sectors.” He added that collaboration between Anecoop and the denomination of origin Kaki Ribera del Xúquer has been exceptional and has managed to open up a new market segment and genuinely introduce consumers to a product that they had not previously been exposed to.

Anecoop markets persimmon under its renowned Bouquet brand and the new business group structure will put the product on a similar footing as seedless watermelon within the organisation. So far, 14 of Anecoop’s co-operative members are involved in pesimmon and the new business structure will allow greater integration for this developing product. Mir said: “In 2009, we are going to continue with our promotional activity for persimmon in the UK, Spain, Germany, France, the Czech Republic and Russia.”

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