Despite bone-dry conditions that plagued South Africa during the 2018/19 season, Sainbury’s still managed to turn it into positive results.
Sainsbury’s was named Stone Fruit Retailer of the Year award for its continued support of the South African category.
Hortgro, South African growers’ association, presented the honour for exceptional results and collaboration during the annual Beautiful Country, Beautiful Fruit campaign that promotes Southern Hemisphere stone fruit.
“Sainsbury’s have consistently supported the campaign and achieved growth, regardless of a difficult season due to the drought,” said Jacques du Preez, General Manager Trade & Markets at Hortgro. “We are delighted to present Sainsbury’s with the award this year.”
The retailer promoted South African stone fruit on its websites and through recipe videos, banners and full-page advertorials in their consumer magazine.
The Beautiful Country, Beautiful Fruit campaign was launched in 2009 with a pilot campaign on plums. It was rolled out to peaches, nectarines, apples and pears the following year and has run since then in UK retailers, the media and on social media.
The season begins with stone fruit in November through to May and top fruit from April through to October. Expected total stone fruit export volumes for the 2019/20 season forecasts an increase of 17% on nectarines; 6% on peaches and 15% on plums.