Afrucat and DARP collaborate with Edeka in promoting flat peach in Germany
Supermarkets Edeka, the main German distribution chain, has included in its promotional campaign for the month of July the flat peach. In this initiative, which is expected to double sales of this product, the Business Fruit Association of Catalonia (Afrucat) and the Department of Agriculture, Livestock and Fisheries (DARP) of the Catalan Autonomous Government collaborate.
That is why Afrucat’s Board of Directors and the Director General of Food, Quality and Agro-Food Industries of DARP moved to the main headquarters of the German distribution chain Edeka in late June, where its marketing manager, Francisco Contreras, explained the promotional campaign undertaken by the chain for the year 2017.
Contreras explained that, at the request of Afrucat, in July the chain would dedicate the promotional actions to the flat peach.
Promotional actions include more than 700 specialized tastings at the chain’s stores, magazine articles, general press advertising and cookery programs featuring bloggers
Edeka, the main German distribution chain with 25% of the market share, plans to double the sale of flat peach from the area of Catalonia thanks to this campaign. Contreras explained that “we see potential in the product that is having very good acceptance among our customers and we predict that this can translate into a domino effect and increase the demand for flat peach from the rest of German operators.”
Edeka is carrying out promotional activities to publicize different species and varieties of fruit among its consumers and, thus, boost their consumption
The chosen fruits have to have some differential characteristic such as the origin or that is a novelty and also have to have a growth potential.
Francisco Torres, President of Afrucat, promised a smooth supply of flat peach from Catalan production that could cope with the increase in demand this July and stressed the importance of a chain that is above Price of German hard disccounts and offering a wide range of high quality product.
President of Afrucat: “any action that encourages the demand for bone fruit will contribute positively to the relaxation of the pressure of market prices for this product”
Carmel Mòdol, Director General of Food, Quality and Agro-Food Industries of the DARP, offered all the necessary collaboration on the part of the administration as long as “the promotion campaign is respectful with the quality of our product and with the work of our producers”
Currently Germany is the main destination of the Catalonian stone fruit (followed by far by France and Italy) with an import of 50,000 tonnes of peach and 54,000 tonnes of nectarine
Germany also represents the main destination for the Spanish fruit that sent during the year 2016 105,000 tons of peach and 114,000 tons of nectarines.
Source: Afrucat
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