Trial exports of Bambinella pears to the UK, started in 2009, had been a huge success, with shipments rising from a mere 3,000 kilos to at least 10,000 kilos this year.

The fruit goes to Marks&Spencer in London, who cannot get enough of them.

The initiative was launched by the Ta' Qali Producers' Group, headed by Peter Axisa, and now groups eight growers.

Resources Minister George Pulicino visited the farmers in Rabat this morning, praising them for the success of this niche market.

Mr Axisa said some of the fruit is sent by airfreight, with the importers seeking the fruit as early as possible. The rest is sent on road transport.

He said that very rigid standards are maintained during cultivation, particularly about the use of pesticides. It is hoped that the market will be further extended in the near future.