The South African stonefruit industry is celebrating the success of its first promotion for plums in the UK for more than a decade, as sales of the fruit increased considerably during the country’s main campaign window.
The South African Plums: Beautiful country, beautiful fruit initiative aimed to increase sales from January to March and, in the 12 weeks to week ending March 22, the plum category grew by 10.3 per cent in value (TNS) compared with the previous season.
The plum category was the fastest growing in value terms of all fruit sectors, and also the only product in the stonefruit category showing value growth. Peaches, nectarines, apricots and cherries all declined in value during the same period.
Stefan Conradie, product manager for the South African stonefruit industry, said: “We are very pleased with the results of our plum campaign in the UK market - the South African industry’s first promotion of the fruit since deregulation in 1997. Against the background of some of the toughest trading conditions we have experienced for several years, it’s been extremely encouraging to see the category grow significantly in value.
“The campaign was well received by British retailers, and we have had excellent support and feedback from them, as well as from the category managers, and indeed from the entire supply chain. We are very much looking forward to building on this initiative in the year ahead.”
The South African plum campaign is a 50:50 joint venture between the South African plum industry and the South African government, highlighting South Africa as the source of delicious plums and the country as a top tourist destination.
This year’s launch campaign feature tailored programmes of in-store activities at four major retailers, including branded sampling days, point-of-sale, in-store radio and features in retailer magazines and websites. Booklets containing information on South African plums and tourism, the nutritional benefits of plums, recipes, and the chance to win a holiday to South Africa, were also distributed in pre-packed fruit punnets and at in-store events. More than 30,000 shoppers entered the holiday competition.
The campaign also featured public relations and advertising, targeting consumers outside stores. This included features in popular consumer magazines, such as BBC Good Food, Food & Travel, Top Santé, Good Housekeeping, Olive and Delicious.
Jasmine Harman, presenter of Channel 4’s A Place in the Sun, took part in radio interviews linking South African plums to the country in which they are grown. She also featured in the in-pack booklets and took part in press activity, including the official launch event at The Dorchester Hotel in London.
A press trip to South Africa, taking in the country’s leading production regions and some tourist highlights, for trade and retail press also took place at the end of January.
A second South African plum campaign is planned for the 2010 season.
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