Spanish DO status embraced by retailers

Listings of Spanish exotics with denomination of origin (DO) status in UK supermarkets are increasing, as consumer interest in exotics rises.

The advances have been particularly evident in the autumn window, when Spain exports exotics such as persimmon and cherimoya.

Tesco, for example, introduced Spanish persimmon to its customers in October 2007, while Sainsbury’s listed cherimoya for the first time. This season, new listings of both these fruits will appear in the major multiples.

Foods from Spain promotes both persimmon and cherimoya as part of its fresh produce campaign in stores and in the media. Grower associations with DO status fund both campaigns, and organise promotional activity in retailers.