The Persimon Group at Anecoop, a benchmark in this category of which it consolidates 50% of exports, has spent months preparing a campaign marked by an important drop in the harvest, working on the season’s planning, weighing up all the factors while waiting to see how the market behaves with less offer available.
Along these lines, the normal promotional campaign that the second degree cooperative deploys every year to encourage Persimon Bouquet consumption will undergo a readjustment to adapt it to the market situation.
This readjustment does not alter Anecoop’s proposal to pay tribute to this popular autumn fruit on its 25th anniversary. To do this, it will develop a series of commemorative actions to ensure that this recognition also reaches consumers.
Fruit Attraction has been the setting chosen for the launch of a campaign that is mainly motivated by acknowledging the role of this “Bright Red” persimmon variety and the novelty that its final opening up to the European market meant in 1997. An initiative that fostered an exponential growth, thanks to its excellent characteristics, its properties and the lengthening of its shelf life, moving from local consumption to Europe-wide marketing. A case of success that multiplied sales one hundredfold, moving from 1,000 tn in 1997 to an average of 100,000 tn in recent campaigns.
For Piedad Coscollá, the Marketing Manager at Anecoop, this recognition goes beyond the product itself: “it is a tribute to the commitment, effort and vision of researchers, production and quality technicians, farmers, specialists in marketing, in sales, in logistics and to the different distributors for backing this fruit. Over these 25 years, there have been good campaigns and ones that are better off forgotten, (although fortunately, there have been fewer of the latter) and we cannot let them take away the merit of a positive journey spanning a quarter of a century; a merit that involves managing to make a product-orientated innovation, while usually this innovation is based on in variety improvement, making a niche on the market as has been done by the Persimon variety of persimmon. A fruit that has its own quality stamp, that of the D.O. Kaki de la Ribera del Xúquer”.
