Health benefits

Health benefits of raisins highlighted

A The new UK campaign aims to tackle misconceptions about raisins and explain their health benefits and versatility to the trade.

The Raisins South Africa initiative seeks to highlight the fact that the country’s raisins are “almost entirely residue-free, naturally sun-dried and of the highest quality”.

The promotional campaign will focus on commerce and B2B and will include PR and advertising, trade show appearances, customer visits, LinkedIn content creation and a monthly newsletter distributed to key industry players. and social media.

Key campaign messages include highlighting that South African raisins are 100% naturally sun-dried grapes, and that just 30g of raisins counts as a serving of five a day compared to 80g of fresh fruits.

“These economical and versatile products are packed with nutrients including fibre, iron, calcium and antioxidants,” Raisins South Africa said.

Raisins are grown in the Orange and Olifants river regions of South Africa, where the dry, sunny climate combines with an ample supply of river water to create ideal growing conditions.

Agricultural techniques focus on environmental protection, while social initiatives aim to protect public health and local communities.

In addition to the trade PR activity, Ferdie Botha, managing director of Raisins South Africa, will also visit suppliers in the UK in May, while in November a trip is planned to bring UK trade buyers , as well as media from the UK, Germany and France, to the North Cape.

Some 60% of the country’s marketable volumes are sold in the UK and EU, and there are long-term plans to boost sales in both markets.

This season has been hampered by poor growing conditions in recent weeks, noted Raisins South Africa.

Heavy rains during the production season damaged around 15% of the crop, with a lower tonnage than expected.