Brazil launches apple promotion

Brazilian apple producers are hoping for success in the UK this season with the launch of a new promotion.

The Brazilian Association of Apple Producers (ABPM) are giving consumers the chance to enter a draw to win a holiday to Rio de Janeiro with the purchase of its apples.

The Brazilian season for Gala and Fuji apples in the UK begins in March and runs through to September/October and the promotion aims to raise awareness of Brazilian product during the peak summer sales period.

As well as a two-week holiday for two, which includes flights and four-star hotel accommodation, there are more than 200 other prizes on offer, including ‘Brasil’ t-shirts, cds, beach towels, travel guides, cookery books, or one of 50 family tickets to the UK’s “Living Rainforest” in Berkshire. Consumers simply have to provide one proof of purchase and log onto

The ABPM is also targeting consumers through women’s and supermarket titles, including advertorials in Goods Housekeeping, Woman & Home, Fresh and delicious, as well as regional press in London, Leeds, Manchester, Birmingham and Bristol, with details of the competition as well as information on Fuji and Royal Gala, the health benefits of eating apples and recipe suggestions.

On top of this, a series of consumer tasting events will be held in Tesco stores around the country.

The ABPM, set up in 1978, is made up of 35 members, representing around 80 per cent of Brazilian production, and 98 per cent of the country’s exports. The UK is a major market for Brazilian apples, last year, 99,332 tonnes were exported, of which 92 per cent went to Europe, with 16.27 per cent of that coming to the UK.

The ABPM’s fruit will be on sale at most UK retailers, including Tesco, Sainsbury’s, Morrisons and Marks & Spencer.