French summer fruit producers are targeting next week’s Wimbledon tennis championships to kick off a UK marketing push.

International exports manager Daniel Soares is hosting a meeting with wholesalers and buyers at Centre Court next week to discuss current and future seasons. He will be emphasising the new French summer fruit strap-line of ‘joie de vivre’, which will be used during promotions for French fruits throughout July and August.

Competitions in consumer titles will also offer the chance to win culinary holidays to the south of France. Quality and proximity will be key messages in a trade advertising campaign to run throughout summer.

French apricots, peaches and nectarines have gone into UK stores this month and will be followed by melons, pears, plums and grapes in July.

“France is one of the UK’s closest suppliers of imported summer fruits and the range consistently meets the UK’s high specifications,” said Soares. “This consistent quality is the reason many multiples choose to retail French summer fruits under their own premium label brand.”