Norman Collett appoints PR firm to spearhead marketing for Rubens apples

Fruit marketing group Norman Collett is ramping up its campaign on the Rubens apple by appointing a public relations.

Norman Collet, based in Paddock Wood, Kent, said it hoped nearby company WAC PR & Marketing would "add further momentum" to the introduction of Rubens into the UK.

Around 30,000 trees were planted three years ago by growers following an exclusive UK-rights agreement signed by the British marketing group with Italian nurserymen CIV.

Last year, 140,000 trees had been planted in Kent as the combination of a high-quality and high-yield tree proved popular with growers across the county and stores like Tesco, Co-op, Morrisons and Booths.

WAC will mastermind a campaign to include the launch of a "dynamic social networking programme" for the Rubens apple, said the company.

It will also roll out a promotion at The National Fruit Show this October, a campaign targeting mums with babies and several nationwide competitions in supermarkets.

Sarah Calcutt, business development manager at Norman Collett, said: "Rubens is a popular medium sized apple that sits cost effectively alongside higher priced varieties."

WAC, Write Angle Communications, currently represents Produced in Kent which champions of 175 food and drink producers in Kent.

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