New Fruits from Chile brand launched in Russian Federation
"Frutas de Chile" (Fruits from Chile) is the brand name under which Chilean fruit will be promoted from now on in generic activities, such as trade fairs and promotional export activities. This is the result of an important effort between the private-public sector represented through the Chilean Fruit Exporters Association (ASOEX), ProChile (the Chilean Promotional Export Bureau) and the Chilean Ministry of Agriculture.
According to Luis Mayol, the Chilean Minister of Agriculture, "the creation of a sector brand permits us to consolidate the position of those production sectors with exporting tradition that need to strengthen their presence in the markets with aggressive generic marketing campaigns, while communicating to the world that Chile has quality products and services in sectors other than those traditionally known. This is why the development of the "Fruits from Chile" branding strategy for this sector represents a major step forward in creating a consistent strategy for the industry and its various fruit sub sectors, whilst harmonizing it with the country of image campaign."
The new brand was showcased in one of the first promotional events in Russian supermarket Azbuka Vkusa in Lotte Plaza in Moscow on June the 1st. "We are happy to collaborate with the Chilean companies, whose products are highly valued by our consumers" - said Press Secretary of the Azbuka Vkusa retail chain Andrey Golubkov: "We offer the best fresh fruit to our clients throughout the year, and our policy is to be faithful to products of highest quality and to the most responsible suppliers."
Luis Mayol, the Chilean Minister of Agriculture has opened this activity. The guests of the event had the opportunity to taste the fresh fruit and to take part in the culinary master class devoted to the dishes with fruits from Chile. Apart from that, the representatives of the ASOEX spoke about Chilean agricultural traditions, the quality of Chile's fruit and the key factors that have led the country to become a world class leader in fresh fruit exports.
The Chairman of the Board of the Chilean Fruit Exporters Association (ASOEX), Ronald Bown, highlighted that "through this new industry brand, Chile wants to enhance the characteristics that turned it into one of the largest suppliers of fresh fruit from the southern hemisphere and one of the main suppliers to the world. During this first stage of introduction of our industry generic brand, our objective is to create greater recognition of it and its key components, amongst importers, distributors and retail chains in the Russian Federation."
Today, the Russian Federation is an important destination for the exports of Chilean fruit to the European continent, representing the third largest export market for the direct sending’s of Chilean fruit to this region. During the 2010– 2011 season, the Russian market rose by 8%. Considering the fact that there’s always a great demand for fresh fruit in Russia throughout the year, it is possible to say that the further growth of supplies of fruit from Chile will be a source of great enjoyment for the Russian customers.
Fruits from Chile, cultivated by dedicated hands, in the southernmost region of the South American continent along the Pacific coast, with privileged geographical and Mediterranean climatic conditions, all of which guarantee a quality, reliable and delicious product that represents the best of Chile and the spirit of its people.
For more information:
Christian Carvajal M.
Asociación de Exportadores de Frutas de Chile, A. G.
Tel: +56-2 472 47 34
Fax: +56-2 206 41 63
[email protected]
www.asoex.cl; www.chileanfreshfruit.com; www.simfruit.cl