Spanish persimon enjoyed its best-ever season in the UK market during 2009 with a major new listing and incremental sales increases in existing retailers of the fruit - in spite of unseasonable weather slowing availability during the early part of the season.
During the 2009 season, which lasts from mid-October until December, a total of more than half a million fruits were purchased from Asda, Morrisons and Tesco stores - an increase of 351 per cent on 2005, when Foods from Spain began promoting the fruit. This represented a 76 per cent uplift in sales on the previous year.
Asda listed the fruit for the first time during the season, which was supported by both Foods from Spain activity and the retailer’s own promotion.
Trial and consumer education has played a major part in the Foods from Spain campaign since it began. The fifth year of the promotion has seen activity geared towards raising awareness of Spanish persimon, encouraging purchases with in-store sampling events and leaflets alongside complementary in-store advertising, while advertising, advertorials and editorial articles are appearing in the consumer media.
The season’s campaign also featured an event for journalists at London’s Moro restaurant, winner of the Observer Food Monthly’s Best Restaurant 2009 award, where chef/owners Sam and Sam Clark served a meal incorporating the persimon in a variety of exiting ways.
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