Throughout the season, which lasts until mid-December, the persimon will feature in a variety of in-store promotions, appearing on leaflets, shelf talkers and tasting events, as well as in advertorial articles in the consumer media and on recipe card inserts into leading magazines. Persimon will also be promoted on www.foodsfromspain.co.uk

Grown in the Ribera del Xúquer valley in the Valencia region of Spain since the 18th century, the Spanish persimon is derived from the Kaki fruit, part of the persimmon family (with a double 'm'). It is firm, has yellowy orange coloured skin and sweet, fragrant orange flesh, similar to a peach or mango.

Promotional activities will focus on the health benefits to consumers of eating persimon, and the versatility of this fruit - to eat fresh, in salads, as an accompaniment to poultry, lamb or pork, and used in a range of desserts.

The campaign will highlight the persimon's high levels of Vitamin A , Vitamin C, potassium, calcium, iron and magnesium. Persimon also helps reduce alcohol levels in the blood, so can be a great alternative hangover cure. The Japanese and Chinese believe it can lower blood pressure and also use it to treat the effects of a stroke.

Director of Foods from Spain, María José Sevilla, said: "Consumption of fresh food is rising and shoppers are increasingly willing to try new fruits they would have avoided in the past. As part of our campaign to promote Spanish produce in the UK market, we are planning to highlight persimon for the second year to consumers as an easy-to-eat addition to their healthy eating repertoire."