Raisins SA to commence PR campaign for South African raisins in UK

SOUTH AFRICA – With a bright outlook ahead, Raisins SA is gearing up for an extensive PR campaign in the UK, aimed at both trade and consumer audiences.

The initiative is designed to highlight the exceptional quality of South African raisins and to boost their presence in the UK market. “Our goal is to showcase the excellence of our raisins and attract new consumers,” explained Ferdie Botha, chief executive of Raisins SA.

The campaign includes several key activities to promote South African raisins. A trip for key buyers and trade journalists to the Orange River region will offer firsthand experience of the raisin production process.

Additionally, a retailer roadshow in the UK, coupled with continued trade media placements in the UK and Germany, aims to increase visibility and awareness. Social media campaigns will further target shoppers, emphasizing the health benefits and superior quality of the raisins.

Raisins SA is also focusing on the health benefits of their product, positioning raisins as a perfect snack for health-conscious consumers. “Our raisins are packed with nutrients such as fibre, iron, calcium, and antioxidants, making them ideal for New Year health diets,” Botha noted.

A production rebound

This move has largely been influenced by the recent recovery of South African raisin production in 2024, achieving a crop size of 95,000 tons, which boasts exceptional quality.

This comes after several challenging years marked by adverse weather, global economic uncertainty, and increased input costs that resulted in a significantly reduced crop of 60,231 tons in 2023.

This year’s harvest marks a turning point for the industry. Optimal climate patterns, well-distributed rainfall, and ample sunlight created ideal conditions for grape cultivation.

As a result, the quality and variety of raisins have surpassed previous expectations. “We’ve seen some of the best quality raisins yet, thanks to the favorable weather conditions,” said Botha.

Moreover, the hot and dry climate of the Orange River allows most raisins to be naturally sundried, reducing the need for chemical treatments.

Over 700 growers are committed to responsible practices, ensuring that the raisins are produced with minimal chemical residues and with a strong emphasis on human rights, environmental protection, social responsibility, and product traceability.

“Buyers and consumers can be reassured that our raisins are not only delicious but also responsibly produced,” Botha added.

A crop size of 100,000 tons is expected to become the norm for South African raisin production, which will further solidify its position in the global market.

“Customers can look forward to excellent-quality South African raisins this year,” Botha concluded. “We are excited to work closely with our customers and bring new consumers into the category.”

Through this PR campaign, Raisins SA aims to boost the visibility and appeal of South African raisins in the UK, highlighting their exceptional quality and health benefits, and tapping into the growing demand for healthy snacks.

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