Sixth HORTGRO Promotion to Reinforce Provenance of South African Fruit

 Breaking News
  • Kepak Sweeps Up Seven Awards at Blas na hEireann Irish meat processor Kepak Group has picked up seven awards at this year’s prestigious Blas na hEireann Irish Food Awards, including a Gold award for its newly launched Centra Irish Angus Sirloin Steaks with Pink Peppercorn Butter. As one of Europe’s leading food innovators, Kepak was up against the top Irish producers in a range of distinct [...]...
  • Chr. Hansen Acquires Dairy Ingredient Supplier Through the acquisition of Austrian-based ingredient supplier Österreichische Laberzeugung Hundsbichler, Chr. Hansen will further expand its enzyme production and presence into the traditional segments of specialty cheeses. Hundsbichler products are widely recognized for high quality, and this acquisition will enable Chr. Hansen to offer cheesemakers a second-to-none product portfolio in the animal rennet space. The acquisition [...]...
  • Croxsons Pulls Out All the Stops For HMS Spirits Company Leading glass packaging company, Croxsons, recently came to the aid of start-up artisan gin distiller, the HMS Spirits Company, to fulfil an urgent packaging requirement. The distiller had found itself without a closure for its latest release, Mary Rose Gin, a small batch London Dry Gin produced to celebrate Henry VIII’s famous warship. The distiller, who [...]...
  • Mains Overtaking Bottled Water Coolers in West Europe 102,500 more water coolers were installed across West Europe in 2017, marking a 3.4% increase and taking the total to 3.1 million, according to a new report from the sector’s leading specialist consultancy Zenith Global. The number of mains water, point of use coolers rose by 6.2% to reach 46.9% of the total, up from [...]...
  • Hi Europe & Ni Celebrates 10th Edition With Inspiring Events Programme Europe’s leading health, natural and nutrition show, Hi Europe & Ni, is celebrating its 10th edition with a move to a larger hall at Messe Frankfurt this year. From 27-29 November 2018, visitors will be able to access all of the show’s many features and live events under one roof. In addition, the Healthy Finished Products [...]...

Sixth HORTGRO Promotion to Reinforce Provenance of South African Fruit

Sixth HORTGRO Promotion to Reinforce Provenance of South African Fruit
October 02
10:15 2014

South African growers are preparing to launch their sixth UK promotion with the objective of strengthening shoppers’ knowledge of their fruit’s country of origin.

The campaign – which starts in December with peaches, nectarines and plums, before moving on to apples and pears – aims to build on work to date to emphasise South Africa as a high quality, ethical and innovative source of fruit, with activities taking place across the UK’s main retailers and in the media.

This year, shoppers’ purchases of South African fruit will help support the Nelson Mandela Children’s Fund, specifically the building of a children’s hospital in Johannesburg. The ‘per pack’ donation will be highlighted on punnets and bags of fruit, and accompanied with a giveaway of DVDs of Mandela: Long Walk to Freedom, the 2013 Nelson Mandela biopic.

The link with the South African charity will also be highlighted in booklets to be given away to customers sampling South African fruit in stores.

Meanwhile, Help a South African School and Cook South Africa! – competitions targeting, respectively, young chefs and schools – will run for another year.

The Help a South African School competition asks classes of schoolchildren around the UK to find out about South Africa and the impact farming makes on the lives of people living there, and to express their learnings in collages. This is coupled with a book donation drive, where schools (not just the schools which enter the competition) give unused English language text and reading books.

Peach nectarineWith the help this year of campaign partners, freight companies Maersk and Damco, delivery service and courier MyHERMES, and packaging suppliers Rajapack UK and Tindalls, these are collected and sent to schools in rural parts of South Africa.

The Cook South Africa! competition, which was launched this year, will once again offer students and other young chefs the opportunity to learn about South African cuisine and compete for a week’s training at one of South Africa’s leading restaurants.

Jacques du Preez, general manager, trade and markets, at HORTGRO, says: “South African producers’ campaign to promote their fruit has become an integral part of the seasons for stone fruit and top fruit in the UK market. At its launch, the initiative set out to highlight the USPs of South African fresh produce to the trade and to shoppers. As the campaign has progressed in stores, with the support of retailers and their suppliers, South Africa has become one of the most recognisable countries of origin at the point-of-sale.”

The campaign retains the Beautiful Country, Beautiful Fruit strapline that has been used since the first pilot promotion on plums, which took place in 2009.

About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 18, 2018Future Food-Tech London - Marketing Partnership
  • October 21, 2018Int'l Food Products Exhibition (Sial)
  • October 25, 2018Italian Espresso Coffee Show (TriestEspresso Expo)
  • October 25, 2018Finnish Food Fair
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here