The South African growers of Golden Delicious apples are to invest in a major consumer PR programme in the UK as part of a five year strategy to raise the profile and desirability of South African Goldens and thus improve grower returns.
The campaign will begin in April and focus upon out-of-store media activities. It is being funded by a voluntary levy from growers who export both through Capespan and other exporters.
Last year growers undertook a major consumer research study in the UK, with assistance from the South African government’s Department of Trade & Industry. A statement said: “Among other findings, this identified that South African growers of Golden Delicious supply the UK with the sweetest and finest eating Goldens in the world, facts not necessarily known and appreciated by consumers and which will inform the campaign’s themes.”
