Israel is launching a summer fruit promotional campaign in Europe for the first time.
The industry and the Israeli government have clubbed together for the initiative, allocating £369,000 to the first stage, which focuses on boosting summer sales of apricots, peaches, nectarines, plums and grapes.
Ilan Eshel, manager of the Association of Fruit Growers, said: “In 2006, summer fruit exports amounted to 12,000 tonnes. The aim of the campaign is to export 15,000t this summer, with the target of sending 23,000t overseas by 2009.
“The main market for Israeli summer fruit is the UK, but we will not neglect the potential of eastern Europe, Russia, South Africa and the Far East.”
The programme will also include upgrading packhouses to meet European standards.
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