South African grower representatives were in the UK last week to see first hand how their Golden Delicious apples are being promoted.
The campaign has been co-ordinated in the UK by Andy Macdonald of Coregeo and funded entirely by growers.
“Growers decided that they wanted to get a better awareness of their apples as many consumers in the UK do not realise when they come on stream,” said Macdonald. “The major retailers have really supported the initiative and fruit has been in-store with appropriate labelling, a proper South African flag and the logo - Proudly South African.”
Retail activity, which began in April, has centred around tastings in-store and Alistair Moody, md of exporter Fruitways and Stuart Symington of the Fresh Produce Exporters Forum in South Africa, have been encouraged to see what can be achieved.
“What we have been trying to do is get people to try South African Golden Delicious so that next year they will start to ask for it,” said Macdonald. Growers will then eventually get a better reward for existing levels of production.
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