Californian stonefruit has enjoyed a decent run in Europe this year, thanks in part to supply and exchange rate issues, but also due to increased awareness of the basket of premium varieties available through an extended season, Gordon Smith of the California Tree Fruit Agreement told FPJ.
The CTFA’s international marketing manager believes a renewed effort to stoke interest in the state’s plums, nectarines and peaches through a PR and marketing offensive within the UK trade has paid dividends in the last two years. “We have come back into the market with a focus on the trade to let them know that we are here for them and committed to our UK business,” he said. “If anyone in stonefruit was unaware before, they know now that there is an important segment for premium Californian tree fruit in their category.”
Particular emphasis has been placed on the early and late windows for the fruit, but weather problems in Spain have created an unexpected opportunity that the Californians have taken gratefully. Volume figures for exports to the UK are not yet available for the 2007 campaign, but all indications point to an increase year on year.
“Our main value proposition is that we are able to supply cutting-edge fruit when primary summer sources are unavailable,” Smith said. “Obviously there have been some issues with the Spanish season and with the pound around the $2 mark, clearly that gives us another advantage in the UK this year. But this has been a banner year for eating quality and our work to increase awareness in the UK has definitely made a big difference.
“Our growers have shown their desire to supply the UK whenever they are needed and I’m sure we’ll carry that on next year.”
