South African growers drive UK campaign to tackle misconceptions around raisins

raisins south africa

‘Raisins South Africa’, the organisation representing 700 growers, aims to communicate the many  benefits of their world-class product through a UK promotional campaign. 

The campaign’s objective is to not only educate the UK on South African raisins USP’s, but on the  benefits of raisins in general and to debunk misconceptions about the negative impact that dried  fruit has on our health, with emphasis on sugar content and dental health. 

*The International Journal of Food Sciences and Nutrition published an article in 2019 on ‘Dried fruit  and public health’. One of the main points made was that “all traditional, conventional dried fruits  such as raisins have no added sugar and are formed by the removal of water.” South African raisins  are 100% naturally sundried grapes.  

Raisins are a ‘natural powerhouse’ packed full of nutrients, such as fibre, iron, calcium and  

antioxidants and are vital for a healthy lifestyle. Because most of the water is extracted from dried  fruits their nutrients are concentrated. 

The study states that: “The focus of public health advice is for the reduction of ‘free sugars’ rather  than a reduction of total sugars, and since positive messages are more likely to help consumers,  advice could usefully integrate both dried and fresh fruit to help a switch from confectionary and  biscuits towards fruit, to help consumers consume a healthier diet.” 

The study also suggests that “raisins were not more detrimental to teeth than fresh fruit and  vegetables”. 

Another study by *Food and Nutrition Research suggested that “The intake of added sugars was  lower in raisin consumers as it is likely that raisins replaced other sources of sugars and added sugars  in the diet. The study also suggested that raisin consumption is associated with better nutrient  intake, diet quality [….] and may be a marker for those who lead a healthier lifestyle.” 

Whilst a focus on public health is at the forefront of the campaign, ‘Raisins South Africa’ also aims to  promote their industry’s point of difference to the UK market. 

South African raisins are produced in the Orange and Olifants river regions, which is in the Northern  and Western Cape respectively. These regions experience exceptional levels of sunshine, on average  10.5 hours every day between January and March, which is when the fruit is harvested and naturally  sundried. The dry, sunny climate, along with the ample supply of water from the rivers, makes ideal  

growing conditions to produce the highest quality raisins with world-leading shelf life, colour and  flavour.

For more information on the South African raisin industry’s USP’s, please watch the campaign video here. 

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