Spanish persimmon exports to the U.K. more than doubled from October to January reaching 1,234 metric tons (MT), with the fruit overtaking other exotic varieties in the popularity stakes.

Exports for the same period in the previous season stood at 516MT, according to data by marketing agency Foods from Spain.

Foods from Spain director María José Sevilla, said the campaign to promote the Spanish persimmon focussed on education and trial.

"This is a new fruit for many shoppers, so we gave them opportunities to find out about its taste, where it comes from, how easy it is to eat – and, crucially, opportunities to try it."

"The incredible growth in sales of the persimmon is a great success story for Spanish fresh produce, particularly when you consider this fruit was virtually unknown to U.K. shoppers just a few years ago."

The fruit was promoted heavily in U.K. stores last year with consumer sampling, educational lables on packs and features in the online and print media.

Meanwhile, estimates from UK supermarkets suggested about 5 million persimmons were sold during the 2011-12 season compared with 2.1 million in the previous one.

Supermarket chain ASDA told the British media it sold more persimmons than mangoes during the season.

Industry sources believe the success of persimmons, and other less traditional exotic fruit such as pomegranates, is because of their rising reputation as super fruits.

Another reason for the drop in mainstream exotics, such as mangoes and pineapples, was partly because of price inflation and because some consumers perceived them to be pricier than other fruit.

Spanish persimmons are grown in the Ribera del Xúquer valley in the Valencia region of Spain, where it is destination of origin (DO) certified.

Photo: Foods from Spain

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