The first campaign to support sales of South African grapefruit in the UK since deregulation is underway and showing early uplifts in sales - in spite of difficult conditions for the fruit during the first half of the 2010 season.
One supermarket group reported 104 per cent growth in sales of South African grapefruit in stores, following customer sampling events.
The initiative by the Citrus Growers Association of South Africa (CGA) is promoting the South African offer of red, pink and white grapefruit, with a focus on emphasising the eating quality and sweetness of modern varieties.
Sampling sessions have taken place in more than 200 UK stores, including Asda, Morrisons, Tesco and Costco, giving shoppers the opportunity to try Star Ruby product, supported by in-store radio advertising, and articles in retailer magazines and online.
PR activity has included South African grapefruit recipes developed by Sophie Michell, as well as radio interviews based on a nationwide survey of British eating habits at breakfast.
The product faces a sales struggle and it is helped the promotions will help bouy the market. In the 52 weeks ending November 29 2009, the grapefruit category declined by 16.3 per cent in volume and 16.4 per cent in value, according to Kantar Worldpanel figures
Justin Chadwick, chief executive of the CGA, said: “We are really pleased to see this campaign begin and target the outdated perceptions of grapefruit, as a sharp-tasting and inconvenient fruit.
“To date, 2010 has been a difficult year for South African citrus. As we started harvesting many areas experienced unseasonable rains, which led to delays. Then as harvesting and exports got going again Transnet, the port monopoly, experienced labour strikes for a protracted period, which further impacted on our ability to service markets. As a result growers have revised crop projections for grapefruit downwards.
“Nevertheless, we have seen a positive response to the beginning of the UK campaign, and sales increases have already been reported in the stores on which have focused attention.”
The grapefruit promotion is a part of the umbrella Beautiful Country, Beautiful Fruit initiative, which has highlighted South African fruit in British stores and in the media since late last year.
The cross-category initiative also involves Hortgro Services, which represents South African deciduous fruit; and the South African Table Grape Industry with the support of the Fresh Produce Exporters’ Forum and the South African government.
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