French Summer Fruits (FSF) starts its UK marketing push next week by hosting a heavy-weight networking event at Wimbledon’s Centre Court.
Wholesalers and buyers will meet with Daniel Soares, FSF international exports manager, to discuss the current and future seasons.
“Consumers have strong associations between French summer fruits and ‘joie de vivre’, so inviting buyers and importers to an enjoyable summer activity to highlight the French apricot offering seems ideal,” said Soares.
The ‘joie de vivre’ message will be echoed in purchase-linked promotions for the full summer fruits range during July and August, underpinned by competitions in retail consumer press where customers can win culinary holidays to the South of France.
A trade advertising campaign will run throughout the summer months to reinforce core messages of quality and proximity to market among importers, wholesalers, and buyers. Soares said: “France is one of the UK’s closest suppliers of imported summer fruits and the range consistently meets the UK’s high specifications. This consistent quality is the reason many multiples choose to retail French summer fruits under their own premium label brand.”
The French season began in late May with French cherries, followed closely by apricots, peaches and nectarines in June. In July, melons, pears, plums and grapes will come on stream, with the season lasting through to the end of September and even October for some later varieties.
