Angus Soft Fruits will invest in a high profile PR campaign for AVA strawberries as they hit the UK supermarket shelves.
The chosen strategy has been designed to educate the consumer, as well as stimulate sales.
The AVA strawberry, hand-picked in Tayside & Fife, Scotland, will be marketed as the "perfect wedding day fruit", as it is the only strawberry to hold its white petals.
AVA strawberries aim to strengthen their position as one of the UK’s most popular varieties by exhibiting at The Taste of London show in London’s Regent’s Park from June 15-18. This will give consumers, buyers and the press the opportunity to experience the AVA flavour for themselves.
Angus Soft fruits will also display its berries at The Royal Highland Show from June 22-25, in conjunction with Sainsbury’s and Tesco.
John Gray, commercial manager for Angus Soft Fruits, said: “This year our promotional campaign has doubled in size thanks to Scottish Enterprise. This has enabled us to start a more ambitious campaign following last year’s successful launch and we look forward to an increase in sales as a result of our investment.”
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