Promotional campaign focuses on educating consumers and the trade about diversity of raisins
UK consumers are being promised a wide range of high-quality South African raisins this season, despite reduced crop volumes.
Some 60,203 tonnes of raisins have been produced this season, representing a 24 per cent drop from last year’s 78,757 tonnes. That’s due to wet weather compromising plant health and subsequently decreasing production.
Despite that, vines are looking much healthier this year, industry body Raisins South Africa reported, suggesting a much more promising season ahead for 2023/24. Leaves are also looking healthier, so while volumes may not reach their full potential, forecasts are for a better year ahead.
The industry is promoting itself in the UK via trade advertising in publications including The Grocer, British Baker and INC between August and November, together with social media outlining the USPs of raisins and offering recipe inspiration.
A key focus of the industry’s work is to highlight to consumers the wide range of varieties available and their unique characteristics, from Thompson, Goldens and Flame to SA Sultanas, currants, Crimson and Midnight. Jumbo-sized varierties of Golden, Flame and Thompson are also offering consumers further options for their culinary and snacking needs.
Ferdie Botha, chief executive of Raisins South Africa, said: “We are excited to offer consumers such a wide range of raisins, which we know will delight them with their flavour and versatility. Despite a difficult growing season, shoppers can expect a fantastic range of raisins to enjoy, and things are looking positive for next year’s export crop too.”