The benefits of South African raisins are to be highlighted by a newly launched advertising campaign, with the aim of increasing market share in Germany. The initiative by Raisins South Africa emphasizes in particular the absence of residues, natural sun drying and first-class quality of raisins from South Africa.
The advertising campaign is aimed primarily at retailers and B2B and aims to demonstrate the advantages of choosing South African raisins. Particular emphasis is placed on the environmental friendliness and traceability of the industry, as well as the quality of the products. PR efforts will target the trade press in the upscale retail, bakery, confectionery, convenience and snacking sectors.
South African raisins are grown in the Orange and Olifants River regions of South Africa, where a dry, sunny climate combined with an adequate supply of river water creates ideal growing conditions. Cultivation techniques are focused on protecting the environment, while social initiatives aim to protect public health and local communities.
In addition to trade-related PR activities, a trip to the North Cape is planned in November for media representatives from Germany, the United Kingdom and France.
Germany is the largest export market for South African raisins and long-term plans call for further sales growth in this country. However, this season has been affected by poor growing conditions in recent weeks; heavy rain during the production period resulted in damage to about 15% of the total crop, so a decline in expected export volumes is expected.
“The German market is a major trading partner that is extremely receptive to South African products. It is our goal to continue to expand our supply of top quality fruit to this important market in the future.”
- Ferdie Botha, Managing Director
