Catalan flat peaches to feature in Edeka campaign

The international marketing magazine for fresh produce buyers in Europe
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Catalan flat peaches to feature in Edeka campaign

The supermarket hopes to double consumption during the month-long promotion

Catalan flat peaches to feature in Edeka campaign

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Flat peaches from Catalonia are one of the products selected by Edeka to feature in a summer fruit campaign aimed at boosting consumption.

The supermarket chain’s head of marketing, Francisco Contreras, said each of the fruits have been chosen for their novelty factor and specific characteristics that indicate they have strong growth potential.

Representatives from Catalan fruit association Afrucat and regional agri-food authority DARP visited the German retailer’s head office last week for a meeting with Contreras, during which details of the campaign were revealed.

These include tastings in more than 700 stores, articles and adverts in the mainstream press and programmes featuring cooking blogs.

Contreras believes flat peach sales could double as a result of the promotion.

“We see strong potential in this product which is already proving popular with consumers and believe the campaign will have a domino effect and lead to increased demand across German supermarkets,” he said.

Afrucat president Francisco Torres promised a smooth supply of flat peaches from Catalonia. He praised Edeka’s commitment to offering a wide range of high quality produce at prices above those of the hard discount chains.

Germany is the biggest market for Catalan stonefruit, followed by France and Italy. Last year Germany imported 50,000 tonnes of peaches and 54,000 tonnes of nectarines from the region.

 

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