The long-awaited California cherry season kicked off this week with fruit hitting the shelves in Waitrose. The Bing cherries are being accompanied on-shelf by posters and other point of sale materials, the California Cherry Advisory Board said this week. The season gets going at Marks & Spencer next week and with fruit in 30 stores including in Birmingham and Manchester.
Most of the major multiples will follow on soon after. "We have in-store promotions organised with the leading retailers which will also involve tastings, and recipe leaflets," said CCAB's UK representative Neil Gordon.
Tastings in the past have proved highly successful. "We like to encourage shoppers to taste the fruit in store because once they have, most buy and then come back for more," said Gordon.
The campaign is backed by a pr exercise to spread a healthy eating message.
Fruit is available for three weeks.
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