Canary Islands tomato growers are embarking on the third year of promotional activity to promote sales of their fruit within the UK. The programme will be managed and administered by Foods From Spain, the national promotional organisation based in the UK.
The aim of the 2003 campaign is to increase consumption by emphasising the benefits of tomatoes, extending their use as a primary salad ingredient to other culinary uses such as soup and tarts.
The UK market has seen excellent growth over the past few years based on added value range extensions and improvements to varieties and taste characteristics. Even so, average per capita consumption still lags some considerable distance behind the Mediterranean countries, Italy and Spain.
The campaign will include significant trade and consumer media activity, as well as in-store promotions with the major UK retailers. Promotional tools will include an in-pack recipe booklet highlighting usage and recipe ideas – including soups, stuffed tomatoes, a tomato tart and tomato savoury prawns.
The free, eight-page recipe booklet will be made available to all major UK retailers for inclusion in pre-packed Canary Islands tomatoes.
María José Sevilla, UK director of Foods from Spain, said: 'The opportunity to grow the market further lies with increasing UK consumption levels.
'Canary Islands tomatoes are one of the most versatile fresh produce lines. We are very excited by this year's campaign offering consumers an immediate in-pack reward through the recipe booklet.' The post-Christmas campaign will capitalise on the peak holiday-booking season by offering special discounts on holidays to the Canary Islands.
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