The Israeli Sharon fruit season has begun, with importers hoping to build on last year's record consumption figures in the UK. Total volumes from Israel are expected to reach 10,000 tonnes, the same as last year, with the UK market taking 10 per cent of this – an increasing proportion.

Sudhir Metha, commercial director of importer Minor, Weir & Willis, said that the volumes would allow aggressive promotion of the fruit this year. 'The lack of volume in previous seasons has meant that we have been unable to push as hard as we would have liked. The fruit's arrival into the market coincides with a number of high volume fruits disappearing from promotional slots. Consumers will be looking for alternatives and the new season Sharon Fruit fits the bill.'

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