Remains the second largest destination for Chilean fruit
‘Fruits from Chile’ brand enhances promotional efforts in Europe
Quality of supply, constant promotion, and recognition of the seriousness and responsibility of Chilean companies and the tenacity and drive of the industry’s producers and workers, among other factors, have allowed Chile to position itself as a reliable supplier of fruit products that can meet the requirements of the most demanding markets in the world and still remain the largest exporter in the entire southern hemisphere.
Although there was a slight drop in global shipments of Chilean fresh fruit from 2011 to 2012, the sector has focused its promotion strategy in different markets to continue to build relationships and loyalty with importers and distributors. The fall itself of 2.1%, compared to the previous period, can largely be attributed to adverse weather conditions that affected various production areas within the country. Despite both this and complex worldwide economic circumstances, last year, the industry has kept faith in Chilean supply.
According to Felix de Vicente, Director of ProChile, "Fruit Logistica has played a fundamental role in Chile's penetration in Europe and in the generation of contacts to open new business opportunities in other countries, thereby diversifying our offer within Europe. European businessmen must value the commitment of our fruit industry to stay in the market and so in 2013 we are once again participating with a large presence at the Fruit Logistica show and reinforcing our brand ‘Fruits from Chile’ and its sub-brands."
‘Fruits from Chile’ and its sub-brands increase the visibility of the Chilean fruit sector
One year after the worldwide launch of ‘Fruits from Chile’, the brand and its sub-brands (‘Blueberries from Chile’, ‘Cherries from Chile’, ‘Citrus from Chile’, ‘Hass Avocados from Chile’, ‘Kiwifruit from Chile’, ‘Apples from Chile’, ‘Grapes from Chile’, ‘Pears from Chile’, ‘Stone Fruit from Chile’, ‘Prunes from Chile’ and ‘Walnuts from Chile’) developed by the Chilean fruit industry in conjunction with ProChile at Fruit Logistica 2012, have achieved very positive results in terms of exposure and impact within the target audience. Through a perceptions survey conducted amongst industry leaders, 75% of respondents, who were made up of importers and distributors from various markets in which the generic brand was present, considered that the implementation of the sector brand was positive. They said they had seen it at international fairs and in specialized trade media, while 65% of them stated that the new brands have helped change the perception of the Chilean fruit industry in a favorable way.
“We are very pleased with the results obtained by the implementation of 'Fruits from Chile’ and its sub-brand strategy because they confirm that we could improve the perception of our fruit among key industry players in the world. This initiative allowed us to disseminate not only our products, but also the values associated with them.” Ronald Bown, President of the Chilean Fresh Fruit Association (ASOEX) said.
"Chile will continue to invest in the training of our workers as well as the implementation of innovation throughout our production process to improve our industries competitiveness whilst stimulating research and development into new varieties of fruit that will broaden our offer and also help to expand into new markets." Bown said.
Chilean fresh fruit exports
During the 2011-2012 season Chile exported 2,591,620 tones of fresh fruit worldwide, which represented a drop of 2.1% compared to the previous season. The market share of the United States and Canada together represented 35%; Europe 25%, Latin America 20%, Asia 15% and the Middle East stood at 5% of market share.
Within Europe, which in total received 650,779 tones, the main direct export markets were the Netherlands (the port of entry into Europe) with 237,571 tones; England with 110,976 tones; Russia with 89,151 tones, Spain with 59,051 tones, Italy with 56,119 tones and Germany with 22,985 tones.
For more information:
Christian Carvajal
Marketing Manager Europe Asia
Chilean Fruit Exporters Association (ASOEX)
E: ccarvajal@asoex.cl
T: +56 2 2 472 4734
W: www.fruitsfromchile.com