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Chilean cherries stage a flashmob in China

China's major supermarket chain, the Olé supermarket, staged the event to inform producers that the product was available and to promote consumption of Chilean cherries prior to the celebration of the Chinese New Year. The initiative surprised the customers and significantly stimulated purchases of this fruit.

A flashmob is a performance in which a large group of people suddenly gets together at a public place, performs an unusual act, and then quickly disperses.

"We wanted to do something different, but at the same time something that could be identified with Christmas, so we came up with the idea of a flashmob at the Olé premium supermarket chain, which specializes in food products from around the world and which has a public that is open to new experiences in the kitchen. The idea was well received by the consumers who were in the store at that time, as they could taste and buy the Chilean product," said Charif Christian Carvajal, ASOEX's Marketing Director for Asia and Europe.

Carvajal added: "These initiatives allow us to promote Chile as a source of cherries in China, but also to promote the consumption of this fruit beyond New Year."

He also said that ASOEX's Cherry Committee and ProChile were working together, with the support of the Ministry of Agriculture, and with the Sisu team in China to conduct the actions to promote Chilean cherries in China.

Olé: A high-end supermarket
Olé supermarkets belongs to the CR-VANGUARD business group, one of the strongest groups in the world, which ranked in the 346 position in the Fortune Global 500 ranking in 2013. This group includes: Su Guo, Olé, BLT, Vango, Ode to Joy, Zhon Yi, Hua Rung Tang, El vivo, Voi-là, Pacific Coffee, and Leonardo, among other well-known brands.

Olé supermarkets opened its first store in China in 2004 in Shenzhen to lead a revolution in the traditional supermarket format that prevailed in China. Their products are aimed at a consumer with a high purchasing power. Therefore, they sell high quality products that are priced accordingly.

Since 2010, this chain has accelerated its growth rate and increased its presence in East China. In 2010 they had 15 stores in the cities of Shenzhen, Shanghai, Beijing, Hangzhou, Ningbo, Chongqing, and Hong Kong, among others. By 2014, they already had more than 30 stores.

The Olé supermarkets have a unique design, and sell high quality products from more than 20 countries (85% of its products are imported).

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