Peach exports from California to the UK saw a massive boost in 2006 following a promotional push from the California Tree Fruit Association (CTFA).

Sendings jumped by 70 per cent last year, according to CTFA figures.

The surge follows a marketing campaign for California peaches, plums and nectarines launched in March 2006 after almost 10 years without promotions.

The initiative, which includes in-store tastings with leading supermarket chains as well as advertising and PR campaigns, is aimed at highlighting the quality of the fruit and the variety of products that are available to the UK consumer.

Planned promotions will continue into 2007, according to the CTFA. Activities will be conducted with UK-based importers and retailers to raise awareness of peaches, plums and nectarines from California.

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