According to information provided by the Director of Marketing of the Chilean Fresh Fruit Association (CFFA) of North America, Karen Brux, together with ASOEX's Citrus Committee, and ProChile, Chile is planning new and massive promotional actions for its easy-peelers, Navels, and lemons.
In this regard, Brux stated that: "The United States is a key market for Chilean citrus fruit; as such, we have defined various actions both at points of sale and through social networks to boost consumption in this market. We have very good quality fruit this season. The fruit has a good balance of soluble acids and sourness, as well as a good size. We have everything we need to carry out good promotional programs."
She also added that the promotional activities planned by the Committee also included participating in local product fairs, such as the Convention of the Canadian Produce Marketing Association (Ontario) and the West Coast Produce Expo (Palm Springs, California), which were recently held, and in which this Chilean industry had an outstanding participation.
In addition, the marketing director said that the Committee had a strong presence on social media and a large network of retail nutritionists, which is why it would also conduct online activities and contests, supported by supermarket chain platforms.
"Chile is the largest exporter of Navels and easy-peelers to North America, offering a consistent volume and quality of fruit to retailers and their customers," she said.
"We are delighted that the Chilean citrus industry continues to strengthen its investment in promotions, because this will help increase our citrus sales." In addition, she said, they would conduct some promotional incursion in the Canadian market this season.
Orange Maturity Program
The Citrus Committee will once again promote the Orange Maturity Program (PMN), which seeks to ensure that all Chilean oranges exported to the United States comply with a minimum quality standard.
"This program seeks to guarantee a standard internal maturity and quality that will enable consumers in this market to recognize the Chilean Navel orange as a reliable, fresh, and good-tasting product. The idea is to position this product as one of the best oranges in the Southern Hemisphere and prevent low-quality fruit from causing market closures or customer rejection," said the Manager of the Citrus Committee, Monserrat Valenzuela.
The representative of the Committee, said that this program complemented the promotional campaigns being developed in the United States.
Source: SimFRUIT