Thanks to this partnership, Chilean citrus sales have more than doubled in supermarket chains where there were joint promotions, especially among the Hispanic population.
According to information provided by the Chilean Fresh Fruit Association of the United States, CFFA-USA, sales of citrus from Chile increased significantly as a result of joint promotions with Tajin, a highly regarded Mexican condiment in the United States, which many Hispanic consumers sprinkle on fresh produce, including fresh fruit.
Such success was achieved after the Chilean Citrus Committee, with its promotional campaign in the U.S., associated with Tajin to perform 35 activations at the point of sale in two large supermarket chains with a growing Hispanic customer base.
Tajin is a leader in the spice market in the United States and Mexico. The company originated in Mexico and started exporting to the United States in the 90s. It had a great reception, and thus currently has many production centres in North America. The blend of grounded chilli peppers, salt and dehydrated limejuice is used to flavour watermelons, mangoes and citrus, so the alliance with Chilean Citrus Committee, to make promotions, was perfect.
With over 30 stores in Southern California, Northgate Gonzalez Market was one of the supermarket chains that participated in joint promotional activities, something that the managers of the chain view as positive since, before the promotion at the points of sale, the stores sold an average of ten boxes of Navel oranges a day and, during the promotion period, sales more than doubled, rising to 22 or 24 cases a day. The CFFA expects to continue this successful initiative in the 2014 promotional program.
Last year, Chile exported more than 100,000 tons of citrus to the United States, double the quantity supplied just three years ago, which is why the Chilean Citrus Committee decided to increase promotional activities for the U.S. market this year by introducing new promotional material for actions at the point of sale and videos, as well as developing new and innovative recipes and launching creative and innovative campaigns, such as the joint tastings with Tajin.
Source: Eleconomistaamerica.cl