UK importer Fruit World International said estimated seasonal shipments to contain more than 300mn individual cranberries as good quality fruit expected this season
UK retailers, wholesalers and foodservice operators are being urged to look beyond Christmas as demand for fresh cranberries builds earlier in the autumn and continues beyond the festive period, according to UK importer Fruit World International.
The company reports a broader appetite for fruit beyond Christmas favourites such as cranberry sauce, citing uses such as baking, smoothies and Halloween decorations.
The company said that the distinctive tart flavour and vibrant colour of the fruit offer scope for both everyday cooking and seasonal entertaining.
Fruit World International, the exclusive UK importer for the world’s largest grower and packer of fresh cranberries, Wisconsin-based Habelman Bros Company, has estimated that its seasonal imports represent more than 300 million individual cranberries.
The importer said the cranberry’s versaility provides an opportunity to develop the category beyond it’s established peak at Christmas, encouraging buyers to introduce cranberries earlier and maintain consumer interest afterwards.
The importer’s first cranberries of the season arrived in the UK on 14 October.
The message comes as the company anticipates good quality fruit this season. Favourable weather during flowering provided a positive start to the growing season, although a later hailstorm reduced crop yield. However, the company said conditions subsequently improved.
Fruit World International’s principal variety for UK customers is Stevens, with the company importing packs in either 10kg or 340g formats, serving retailers, wholesale and foodservice customers.
