Persimon growers in Spain’s Valencia region are targeting the UK marketplace in particular this season, despite a reduced volume crop due to inclement weather.
According to Rafael Perucho, head of the regulatory council Kaki de la Ribera del Xúquer Plaça, which controls the denomination of origin certification for persimon from the area, the crop forecast is for 16,000-18,000 tonnes this season - some 5,000t down on last year.
Although the UK only took 300t last year from a total crop of 23,000t, the association is hoping to grow the market.
Perucho said: “The European market has been responding very well over the past few years. The UK is actually one of the more resistant markets, and that is why we are making an especially big effort in this market with our campaign efforts through [Spanish foreign trade body] Icex. This season we have high hopes… although there is still a lack of knowledge and awareness among consumers.”
Growers and exporters want to try to consolidate their position with the major retailers and improve consumer understanding of their product.
Perucho added: “We hope to be able to easily double our volumes into the UK this year and to incorporate new supermarkets.”
Foods from Spain is running the campaign in the UK on behalf of Icex. Trial and consumer education is central to Foods from Spain’s promotional push for the fruit, with activities including sampling in supermarkets and giving out information and recipe booklets, as well as shelf tickets and radio in the main retailers.
This year’s campaign has also featured a link with London’s Moro restaurant, winner of the Observer Food Monthly’s Best Restaurant 2009 award. Chef-owners Sam and Sam Clark have developed a series of recipes using the fruit and taken part in a short demonstration video for the Foods from Spain website. They also prepared a meal for consumer journalists incorporating persimon in a variety of ways.
Coverage has already been achieved in the Daily Mail, Woman & Home and Good Housekeeping this year.
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