It looks like a small, brown grape. It tastes like a cross between a mango and a custard tart. And it could soon be appearing on supermarket shelves from Tokyo to New York.
The Japanese persimmon, known commercially as the Sharon fruit, has long been a niche product in the UK. But now, a surge in global demand is prompting British growers to ramp up production, offering a rare bright spot for a farming sector battered by inflation, labour shortages and Brexit barriers. For farmers in Kent and Herefordshire, where the climate is surprisingly well-suited to the fruit, this is more than a novelty.
It is a lifeline. “We’ve been growing them for years, but no one really knew what to do with them,” says Michael Thorpe, a third-generation fruit farmer near Maidstone. “Now, with the right marketing, we’re seeing interest from buyers in China, the Middle East and even the US.
” The fruit’s appeal lies in its versatility. Unlike many exotic imports, it can be grown in the UK with minimal intervention. Once harvested, it remains firm for weeks, making it ideal for long-haul export.
And its custard-like flavour, which intensifies as it ripens, has won over palates in Europe and Asia. For British farmers, the timing could not be better. The collapse of the EU export market for apples and pears, combined with rising energy costs, has left many struggling to break even.
The British Soft Fruit Growers Association estimates that farm income fell by 12 per cent last year. Diversifying into high-value crops like the Sharon fruit could help reverse that trend. But challenges remain.
The fruit requires careful handling and a cool chain to avoid bruising. And farmers face the same structural problems as the rest of the sector: a lack of seasonal labour, high transport costs and a trading environment made more complex by post-Brexit customs checks. The government has signalled support for the sector.
The Department for Environment, Food and Rural Affairs has set up a task force to explore export opportunities for British-grown speciality crops. For now, the farmers are looking to the future with cautious optimism. “We’re not going to replace the apple overnight,” says Thorpe.
“But if we can get this fruit into the hands of people who have never tried it, we might just have a winner.
