Chilean growers and exporters have been enjoying a strong promotional presence on the UK market for their cherries.

Sainsbury’s, Asda, Morrisons, The Co-operative and Marks & Spencer have all been drawing attention to the product with tastings, signage and promotional packs offering the chance to win a host of entertainment technology prizes.

The UK is the fifth-most important importer of cherries worldwide and Turkey and the US lead Chile, which holds the top spot for southern hemisphere suppliers.

As with much of Chile’s stonefruit crop this season, cherries were hit by adverse weather in October and November 2009, delaying the start to the season and reducing volumes. According to the Chilean Fresh Fruit Association, shipments to the UK have recovered though and at 25 January, were one per cent up on last season.

Natalie Ligouri-Stainsbury at importer JO Sims said: “Although some importers are talking about the crop being significantly down, we haven’t really seen those effects. Year on year, we have sold about the same volume… Last year we carried through to the first week of March and it looks at this point like we will be able to do that again this season.”

The cold snap in the UK threatened to slow uptake, but with the entire Chilean cherry promotional effort in Europe focused on the UK, momentum has been maintained. Liguori-Stainsbury said: “Without promotion, you will sell virtually no cherries. Chilean fruit was on promotion before Christmas this season, which is not ideal, but it was definitely necessary to drive sales. Since Christmas, the on-pack promotions have been successful in lifting sales, probably by five to 10 per cent, but they are more crucial as they keep the sales momentum going.”

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