Cherimoyas are to be promoted in the UK for the first time this season, as part of Foods from Spain’s fresh produce promotion.
The campaign is set to include advertising and advertorial in the food press, and tastings and recipe cards in stores.
Ramón González, secretary general of the Cherimoya Costa Tropical Regulatory Council, told FPJ: “Demand for cherimoya has risen in recent years, which is why we are making a definite commitment to a promotion campaign to expand existing markets and the number of customers we work with in the retail multiple sector.
“We feel that because of the lack of knowledge about the cherimoya that still prevails in Europe, and in Spain too, the fruit does have some competitors in the exotic marketplace. Those who are beginning to be aware of and appreciate its features and nutritional properties, however, are rating it as one of the best fresh fruits, which can go from tree to table in just four to five days.
“We believe that a greater awareness of the cherimoya’s tropical provenance and of how it is grown means consumers will begin to value this fruit as the ultimate healthy exotic,” González added.
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