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In season: South African plums.

A new twin-themed initiative promoting South African plums has got under way this month.

The joint South African government and industry initiative flags up the country as a tourist destination and a source of high-quality plums. The campaign features the strap 'Beautiful Country, Beautiful Fruit' and a 'South Africa Alive with Possibility' logo.

In-store activity in supermarkets including Asda, Morrisons, Sainsbury's and Tesco includes box talkers and tastings, recipes and an information leaflet in packs. Advertorials will also feature in retailers' in-house publications and on their websites.

South Africa is expected to export 8.57 million cartons (5.25kg equivalents) of plums this season. The crop is "well-sized and high-quality" following higher rainfall in the September flowering period. "The chief objective of this new campaign is to introduce the British consumer to in-season plums from a popular tourist destination. It could pave the way for initiatives to promote other South African fruits in the UK market," said Stefan Conradie, product manager for the South African stone fruit industry.

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Title Annotation:news: FRUITS & VEG
Comment:In season: South African plums.(news: FRUITS & VEG)
Publication:Grocer
Article Type:Brief article
Geographic Code:6SOUT
Date:Jan 24, 2009
Words:170
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