Tesco trialling single source promotional strategy Tesco is testing a new fresh produce promotional strategy highlighting a range of fruit and vegetables from a single source rather than a specific seasonal crop. The first month long pan-generic campaign runs until April 27, and links Chilean top fruit, stone fruit, seedless grapes, mild onions and wine. This is a three-way shared cost project with the Chilean Fresh Fruit Association, Europe and a group of major importers ­ Empire World Trade, Griffin and Brand, Grapes Direct and Richard Hochfeld. CFFAE director general Roger Manning said it was the biggest ever promotional push Chile had undertaken with Tesco: "It represents a landmark approach to co-ordinated source marketing." Instore activity includes literature on Chile's fruit industry with fruit tastings in over 100 stores. Hamish Renton, Tesco's business planning manager for produce, believes there could be future similar opportunities with other sources. "Our first new style promotion has already taken on an educational role for customers," he said. "We are considering other ideas and would be pleased to hear from trade bodies and suppliers." {{FRESH PRODUCE }}