SA fruit crucial for development, growers tell UK shoppers

According to Fresh Fruit Portal, South Africa's deciduous fruit producers hope to increase SA fruit consumption in the U.K in 2013 with a marketing campaign illustrating the industry's positive contribution to job creation and sustainable practices in the country -- as well as stressing the overall taste and quality of South African fruit.

Image courtesy of Stuart Miles / FreeDigitalPhotos.net

Hortgro top and stone fruit product manager Jacques du Preez, said now was a good time to tell consumers about the crucial role fruit plays in South Africa's development.

The initiative will highlight that the industry employs more than 330,000, people each of whom have an average of four dependants, that fruit is fairly traded and that almost 99% of produce is shipped rather than air-freighted. These ethical points will form part of an in-store and outside-store promotion. "We have been working to (...) create jobs for previously disadvantaged people in South Africa, preparing them for management and ownership of fruit farms," du Preez said, adding that many shoppers do not yet understand that they are supporting this with every piece of our fruit they buy.

Fresh Fruit Portal reports that a new strapline, 'South Africa's Pride' will sit alongside the established 'Beautiful Country, Beautiful Fruit' message.

Read the full article on www.freshfruitportal.com.