Spanish persimmon growers are hoping to reap the benefits of an expected record production of 65,000 tonnes this season, amid predictions of the product's highest ever sales in the UK market.
Last season, approximately 2.1m persimmons were sold during the Spanish campaign in the UK between October 2010 and January 2011, up from just over 500,000 persimmons the previous year.
Although it is known as Kaki in Spain, the country's persimmon exports are marketed as 'persimon' in the UK to avoid confusion with competitors' production. Last year around 40,000 tonnes of the fruit was exported from Spain. Of this, just over 500 tonnes was sent to the UK, a significant increase on the 165 tonnes exported to the market in 2009.
Rafael Perucho, head of the denomination of origin regulatory council Kaki Ribera del Xúquer, said: “We are hoping for a successful season across the board, from production and quality to exports and sales of the fruit. Commercially, last year’s season was very positive and we are hoping for the similarly high demand from the UK again this year.
“The Spanish persimon is part of the new generation of exotic fruits that are growing in popularity in the UK. As consumers have become more familiar with this fruit over the last five years they are actively seeking it during the season and picking it up in increasingly large volumes.”
A Foods from Spain promotional campaign to support sales of persimon in the UK has run in-store and in the media since 2005. The initiative focuses on educating consumers and encouraging trial of the fruit, with sampling in stores and on-line activity a key part of the campaign.
“Promoting the persimon is very important, as it’s still relatively unknown among UK consumers,” said Perucho. “The Foods from Spain campaign in previous seasons has already been instrumental in introducing the persimon into the UK market and establishing sales.”
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