Tesco has been named South African stonefruit retailer of the year 2014 for its “stand-out” sales in the category during a difficult 2013/2014 season.
It’s the second time the retailer has won the award, which is chosen annually by South African growers to recognise performance and commitment to the category.
The news comes as trade body Hortgro said that volumes of South African peaches and nectarines are forecast to rise by 25 per cent during 2014 and 2015, with plums set to rise by eight per cent, following last year’s season of lower-than-average volumes.
“Tesco has collaborated with us to help their customers identify South African stone fruit at the point of sale – both in stores and online,” said Jacques Du Preez, Hortgro general manager for trade and markets, who presented the award to Tesco's lead commercial manager for fruit, Gethyn Fornby, at the retailer’s head office.
“This included highlighting the season and specific varieties from South Africa with point-of-sale material, information and recipe booklets in packs and tastings for customers.
“These activities, combined with Tesco’s all-round support and enthusiasm for South African stonefruit, contributed to their stand-out sales during a difficult season, particularly on peaches and nectarines.”
Du Preez added that the Beautiful Country Beautiful Fruit campaign to promote the South African fruit industry in the UK, which has been running since 2009, aims to highlight the ethical credentials of the country’s fruit. “A cornerstone of this is close collaboration with retailers, suppliers, journalists and other partners,” he added.
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