Sales of plums have soared this year on the back of an extensive campaign by South African producers.

Value sales in January to March rose 10.3% on the same period last year to £26m [TNS 12w/e 22 March], with plums growing faster than all other fruit categories. Volume sales also grew 47% as supermarkets heavily promoted the fruit, added a campaign spokesman.

"The campaign was well received by retailers and we have had excellent support and feedback from them as well as category managers and the supply chain," said SA product manager Stefan Conradie.