To enhance the visibility of South African stone fruit, it’s crucial to position it prominently at the Point of Sale, ensuring it stands out against competing categories like berries and grapes on store shelves. Focus should also be placed on promoting ripe, ready-to-eat peaches and nectarines, especially in secondary retailers beyond Tesco, Sainsbury’s, and Morrisons. By positioning South Africa as the most sustainable source of Southern Hemisphere stone fruit, with exceptional taste driven by optimal growing conditions and superior varieties, the aim is to secure preferred supplier status and increase market share. Restoring trade confidence in South Africa as a primary source of stone fruit is vital, particularly in terms of reliability and quality management. To achieve these goals, collaboration with retailers, category managers, and third parties will be essential to optimise campaign contributions and maximise return on investment.
The campaign will consist of a multi- faceted approach as below:
Reuben Riffel Ambassador:
- Reuben Riffel recipe creation featuring a South Africa tart, South Africa peach and basil salad and South African Plum, cherry and coffee trifle. Recipes will be used for consumer PR, consumer advertising, across social media and on the website.

- A competition will be promoted through on-pack labels in stores.
- The prize is a top safari weekend experience at West Midlands Safari Park, including a stay in their award-winning, immersive Lion Lodge.
- The competition will run from the end of January to April 2025, with one winner randomly selected.
- Labels will be implemented in Tesco, Sainsbury’s, Morrisons, and Costco.
- The QR code on the labels will direct consumers to a competition landing page on the South African Fruit website, where they can enter and access more information about the promotion.
4 trade releases are to be distributed throughout the campaign to target UK trade media contacts.
The first release discussing the start of the season has been sent out and covered online and in print.
Following topics could include:
- Sustainability/SIZA work
- Any positive logistic updates
- Social/transformation
- End of season
- The releases will continue to communicate the campaign messages as well as industry news and updates.
- RED will continue to secure exclusives with key trade titles and act as a press office in the UK throughout the campaign.
