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GENERIC PROMOTION OF GRAPEFRUIT IN SEOUL

We participated in a generic promotion of South African grapefruit in Seoul (South Korea) from 7-9 August. It was a joint promotion with the Grapefruit Variety Focus Group’s TASTE company. It included a luncheon hosted by the FPEF (in conjunction with the SA Embassy in Seoul) for the most prominent importers of fresh produce as well as retailers where general information is shared on our industry – with a special focus on grapefruit. The promotion further consisted of in-store tastings in 25 stores of the retailer e-Mart, as well as a “sales battle” between the fresh produce managers of e-Mart in 139 of their stores. The objective of this “battle” was to further boost sales of SA grapefruit. The luncheon and in-store promotions also received media coverage.