Ocati Launches Campaign to Promote Purple Passion Fruit in the UK

Ocati, a Colombian grower-exporter, is launching a new campaign to increase the consumption of purple passion fruit in the UK. The company aims to introduce more UK consumers to the fruit’s distinct sweetness and high fiber content. According to Daniela Manjarres, who is responsible for sales, logistics, and marketing at Ocati, this initiative is driven by a bountiful harvest which Ocati sees as an opportunity rather than a challenge.

The campaign incorporates product sampling, collaborations with food content creators focused on health, and a competition offering a trip to Colombia. This trip will allow the winning creator to explore the origins of the fruit. Manjarres mentioned that there is potential to expand this campaign into other European markets as health-conscious consumers increasingly base their food choices on nutritional attributes.

Ocati emphasizes the nutritional benefits of purple passion fruit, particularly its fiber content, and its versatility. The company's passion fruit business has shown consistent annual growth, supported by a network of over 600 growers across Colombia. Ocati provides these growers with technical training, assistance, and financial support when necessary. Europe is currently Ocati's largest export market for purple passion fruit, ensuring year-round availability.

Manjarres stated that Ocati aspires to strengthen its position globally as a key reference for passion fruit. In the UK and across Europe, efforts continue to raise consumer awareness about the fruit's nutritional benefits, particularly its fiber, which Ocati believes is an under-communicated attribute. The company's goal is not only to increase sales but also to expand the consumption category itself.