As for the campaign's initiatives, Bown added "we will ride in vehicles decorated with photos of our fruit and the sectoral brands, Blueberries from Chile and Cherries from Chile. Additionally, the promoters will hand out brochures at the city's main markets with information about our blueberries and cherries regarding production, quality and safety aspects, as well as availability."
Furthermore, the program also includes the organisation of workshops targeted at distributors in the various markets that will be visited. "The interest we have observed from Chinese distributors to participate in these initiatives keeps growing. The workshops used to be attended by 8 to 10 traders, while nowadays we get more than 25 per event," stated Christian Carvajal, ASOEX marketing manager for Europe-Asia.
The activities being organised in each market are part of the partnership agreement recently signed between CAWA (Chinese National Agricultural Wholesale Market Association) and ASOEX. More than 200 wholesaler markets are represented by CAWA, which accounts for 60% of the total value of the sector's sales. Its associates distribute a wide range of agricultural (and other) products.