The Chilean Cherry Committee, ProChile, and the Chilean Embassy in Vietnam launched their first marketing campaign in Vietnam. The activity focused on supporting and celebrating these first exports to this important Asian market.
Chile achieved access for its cherries last month, marking a new milestone for the Chilean fruit industry, and promoting market diversification and the positioning of Chilean fruits in Asian markets.
The first volume of cherries is expected to arrive in Vietnam in December, within the framework of a new record harvest for this season (2020-21), which is estimated will increase by almost 36%, according to the Committee's first forecast.
The first promotional activities were a couple of informative workshops held via Zoom with the top 10 importers and distributors of fruits in Vietnam on November 23 in Hanoi and on November 24 in Ho Chi Minh City.
The Chilean Ambassador to Vietnam, Jaime Chomali, opened the workshops. Charif Christian Carvajal, Marketing Director for Asia at ASOEX, and Pablo Arancibia, ProChile representative in Vietnam, presented an overview of the planned promotional actions for Vietnam, including opportunities for buyers to participate. They also presented a seasonal forecast for Chile's cherry industry and an update on Chile's ongoing efforts to safeguard workers and exports during the coronavirus pandemic.
Promotions for consumers in Vietnam will take place from December 2020 to January 2021 in wholesale markets, supermarkets, and social networks, where they will have support from key opinion leaders (KOL) or influencers.
“Chile continues to expand its fruit export horizons in Asia and in Southeast Asia in particular, where there are close to 600 million consumers willing to consume the high quality of imported fresh fruit. Chile's cherry supply continues to grow so the opening of the Vietnamese market marks another important milestone for our industry. We expect it to become a key export destination in the future,” stated Ronald Bown, president of the Chilean Fruit Exporters Association (ASOEX).
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