Promoters of cherries from the US north-west are focusing on the health benefits of the fruit in their promotions in the UK this year when the season gets underway - slightly later than usual at the beginning of July.
The campaign will run as long as the fruit does - for about eight weeks until the end of August.
The Yes Consultancy, which is running the campaign for Northwest Cherries in the UK, is targeting articles at the regional press and national press as well as women's magazines focusing on issues such as the latest glycaemic-index dieting trend, antioxidants, pytochemicals and Five-a-day.
The fruit will also be promoted on radio in July through a series of interviews with a nutritionist retained by Northwest Cherries. And promoters also hope to build on the success of previous years with competitions and tasting sessions in-store at the major multiples.
