The Chilean Fresh Fruit Association (CFFA) works with retail chains throughout North America to develop various types of promotional campaigns to promote the consumption of Chilean cherries, blueberries, table grapes, and stone fruits, and help increase sales.
"We have many different kinds of promotional activities, from cooking classes for children to electronic discount coupons, live events on Facebook, tastings at points of sale, and exhibition competitions. Our goal is to carry out actions that work best for each chain or store," said Karen Brux, the Director of CFFA North America.
"Our organization works very closely with retailers to find the best option for them, we have no pre-packaged marketing programs. Everything is designed to meet our partners' particular needs. Many retailers like to organize Chilean fruit festivals, which include more than one product, and at the best period of time to include the most fruit, which in practice takes place from mid-February to mid-March. In addition, since Chile grows a wide range of fruits in the southern hemisphere, retailers can expect an off-season supply of their favorite fruits," she stated.
Exports
The Chilean fruit export season has begun to take off, acquiring greater strength and presence in the destination markets, especially in the United States, which is currently receiving cherries, blueberries, stone fruits, and table grapes. According to Brux, the stone fruit has been receiving a great promotional boost since the beginning of 2018. Cherries have also been promoted since the beginning of January.
The grapes have already entered the market, as Chile has sent almost 1 million boxes to the US, she said. "Shipments started two weeks later than last year, but, since shipments last season were sent ahead of time by just over three weeks, the volumes sent are in line with what Chile normally exports, and current market conditions are very healthy," Brux stated.
Fernando Soberanes, the director of operations for South America of The Giumarra Cos., said he expected a good season and that the better volumes than last year in several categories.
"Chile hasn't been affected by any adverse weather so far this season, which is a good omen for quality," Soberanes said.
"The beginning of the Chilean harvest is delayed a week or so compared to last year. When the season peaks, we will have promotional volumes of grapes and stone fruits," he said.
Luciano Fiszman, the blueberry category manager for Gourmet Trading in Redondo Beach, California, said things were looking good so far. "The weather has been excellent, the quality is outstanding, and the crops look very healthy," he said. "We expect to have a normal season. We foresee a good harvest of blueberries from Chile."
Source: SimFRUIT according to information from The Produce