Sales of Spanish nispero have reached new heights following a successful campaign organised by Food from Spain in May and June.
Early signs show that sales were up more than 200 per cent on last season due in large part to considerable retailer support. "Sales were supported by in-store tastings and we found that people really like the taste," said a campaign spokesman. There were also on-pack promotions to win tailor-made holidays in Spain and a high-impact Get to Know the Nispero marketing push featuring on labels, leaflets and free-fridge magnets at pos.
Asda also took the fruit on with national listing and there is already keen interest from other retailers for next season.
Another major factor has been a huge improvement in fruit quality since denomination of origin status was granted and strict protocols introduced. "We saw really good quality, plump fresh fruit coming through this season and with denomination of origin, we expect quality will always be good in the future," said the spokesman.
Nispero - also known in the UK trade by its English name loquat - is renowned as a delicate fruit to handle and is now picked in the Callosa d"En Sarriá region directly into punnets in the field to cut down on handling.
"UK consumers are now looking out for nisperos and enjoying them at their best during their short season of May to June," said Foods From Spain director María José Sevilla.
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