The official figures for the Spanish Superior Seedless grape have been released for the season, which ended in August.
Sales were reported to be up 100 per cent overall on last year’s figure, however 2004 was a low volume season, due to adverse climatic conditions.
Rupert Maude, commercial director with leading producer/exporter El Ciruelo, said its sales were only up 50 per cent, and while quality has been good this year, prices were poor due to competition from other sources.
Despite that, he is confident for next season: “The customer response was good and there are positive signs for next year.”
In total more than 400,564 boxes were sold in the UK this year, with retailers reporting sales increases of between 56 per cent and 214.6 per cent.
The fruit was being promoted this year under Foods from Spain’s new integrated campaign, which is promoting a co-ordinated look for Spanish produce. Promotions for Superior Seedless ran in all the major retailers and activity included in-store radio, trolley posters, supermarket magazines, a national poster campaign and on-pack offers.
Alongside this a national consumer advertising campaign ran in magazines including: You Magazine, Eve, Delicious, OK!, Prima and She.
