Promotions to accelerate consumption

Chile: Cherry industry gets ready for increase in volumes

According to the first export forecast of ASOEX's Cherry Committee, there will be an important increase in the production and export of Chilean cherries in the 2017-2018 season. In addition, the export volume is expected to be higher than in the three previous seasons.

Ronald Bown, President of ASOEX said: "We project that, if there are no weather issues or any other type of inconvenience, we'll achieve a record in cherry exports this season. This would mean that this industry is seeing a recovery in production and export volumes thanks to the more positive climatic conditions for the development and quality of the fruit, and the sector's efforts and investment in technology, greater hectares planted, and new varieties to better face contingencies, improve yields, and give the markets the fruit they wish. These efforts will be supported with a new promotion campaign, mainly in the Asian markets."

"Up to now the climatic conditions are favorable so we estimate there will be a greater cherry production and export volume, and a superior fruit quality," stated Cristian Tagle, the President of ASOEX's Cherry Committee.

Tagle said that Chile began exporting this fruit in the 44 week of 2017, and that they could last until week 8 of 2018, that is, the campaign would last two weeks longer than in the previous year. Meanwhile the campaign would peak between weeks 49-2017 and 2-2018.

A promotion to accelerate consumption
Ignacio Caballero, ASOEX's Marketing Assistant Manager, said that this season's promotional campaign had two central objectives. The first goal is to increase consumption of Chilean cherries in China, especially before and after the Chinese New Year festivities, which it is celebrated on February 16, 2018, so as to achieve a sustained consumption when the Chilean cherries are available in this important market. The second objective is to position the Cherries from Chile brand in the minds of consumers so they can associate it with the differentiating attributes of Chile.

Caballero also said that they had planned a marketing mix for the final consumer, which included tasting activities in more than 300 points of sales for more than 30 days, promotions in e-commerce sites, and campaigns in China's main social networks (WeChat and Weibo). In addition, they will carry out advertising in Metro stations, in residential elevators, in cell phone applications, and in wholesale markets, among other places.

"This second year the campaign seeks to expand its reach from 37 to 48 cities, reaching more cities in the interior of the country and up to fifth order (Tier 5). The campaign will be implemented from November to February, which is the moment where our cherries are available," stated ASOEX's Marketing Assistant.

"Chile is currently China's largest supplier of fresh fruits, after overtaking Thailand last season, and China's main supplier of cherries in the counter season; a position we want to consolidate through the different promotion actions,"Ronald Bown added.


Source: SimFRUIT

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