After the success of the initial plum local market development campaign aimed at increasing awareness and consumption amongst consumers the other stone fruit types also joined the campaign. The South African plum, peach and nectarines producers continued their endeavors in 2015 to develop the local markets and stimulate demand for their produce. From focusing on the informal and national fresh produce markets the campaign took on a new dimension in targeting the formal market (women 25 to 45 years with families, LSM 7-10; secondary target market being young men and woman 18-25). Cooperation from the retailers taking part in the campaign was beyond expectation and preliminary feedback suggests that this multi-dimensional campaign was a success with the limited resources available. The key focus areas for 2015 is:
1. Education and development of informal traders, on the national fresh produce markets as well as in townships and city centers.
2. To position stone fruit in the formal (retail) SA market as a summer fruit that is refreshing to eat, versatile and a healthy addition to a diet that is part of a positive life-style.
Following a pilot project to promote South African plums in 2009, the South African Pome and Stone Fruit industries’ Beautiful country, beautiful fruit campaign has grown in stature to become one of the most significant in the fresh produce categories in the UK and German markets. The initiative is helping build shopper loyalty to South African fruit by highlighting its unique freshness, eating quality and speciality varieties, as well as the ethical and environmental reasons for customers to choose SA stone and top fruit during its season. It is an integrated campaign, promoting the fruit to shoppers in stores with tastings and other activities, online and in the media, including social media.
South African growers are coordinating a European campaign to boost recognition and sales of stone and top fruit across the UK and Germany. This year (2015) will be the sixth successive year that pome & stone fruit sales in the countries have been supported by the ‘Beautiful country, beautiful fruit’ campaign. Activity during the season will highlight South African fruit to British and German shoppers. This will include a range of activities in supermarket stores, including tasting sessions, with information and recipes given away in addition to fruit samples, on-pack competitions and offers, as well as advertising at the point-of-sale and on retailers’ websites. The German promotion will work closely with the main retailers and include in-store promotions, supermarket tastings, leaflets and magazine promotions. The initiative is about highlighting the great quality fruit basket our country offers when it’s at its most delicious, as well as the benefits of buying South African fruit, from the point of view of freshness and eating ethically.
Further to this the pome and stone fruit producers have already approved the campaign to be expanded into the Middle and Far East markets.
Find an overview of Africa’s consumer market trends 2015 here: Overview_Consumer Market in Africa_PMA Report August 2015