In the middle of the Chilean summer, exporters are preparing for the biggest annual event in China; the New Year celebrations. It is a time when the consumption of fruit becomes essential for one of the world’s largest markets for blueberries, and the Chileans know it.
But, in addition to regularly selling Chilean fruit to the Asian giant, the Chilean Blueberry Committee and the Association of Fruit Exporters of Chile, Asoex, have launched a new promotional program with the bluish fruit featuring in Chinese cinemas, not in a movie or advertisement, but as the alternative to popcorn.
The concept, which was dubbed "Blue Pop", is already underway. The initiative combines the growing marketing and positioning of blueberries among the most preferred snacks in China, with the great importance of fruits in the diet of its population.
According to Felipe Juillerat, corporate commercial manager of Hortifrut, the Chilean company that owns 25 percent of the global business, by 2017, 70 percent of Chilean exports of blueberries to the Asian continent were going to China.
Between October 2017 and April 2018, blueberry exports from Chile to China reached 9,700 tons. According to an article on bloomberg.com¸ the expectation is that for this season those high volumes will be maintained.