Chile wants to win over Europe with fresh blueberries

The Chilean Blueberry Committee and the Fruit Exporters Association of Chile AG, ASOEX, along with ProChile, will conduct promotional activities to boost consumption of Chilean fresh blueberries.

They will publish reports and advertise in supermarket magazines such as Rewe and Real, which will inform the final consumer of the availability and quality of Chile's national fresh product, thus encouraging them to purchase it, during January and February 2014 in Germany.

Meanwhile, in the UK, the program will include the publication of reports, recipes and press releases in mass circulation magazines in this market during December 2013 and January 2014. "These actions will enable us to inform British consumers about the availability of Chilean blueberry, their quality and safety, as well as the extensive health benefits for those who consume them regularly. At the same time, through the recipes, we will show its various uses in dishes and desserts," said Andrew Armstrong, general manager of the Chilean Blueberry Committee.

In Denmark, a market with high purchasing power, with a per capita GDP of $56,202 dollars and blueberry imports of more than 2,000 tonnes a year, the promotional campaigns will be aimed at the point of sale during December 2013 and January 2014, there will be tastings and promotional material available in supermarkets such as Netto, Dansk and Fotex.

In developing markets, such as Sweden and Norway, the actions will focus on prospecting opportunities, promoting the consumption of Chilean blueberries in winter season, as these markets have a high consumption of berries during summer. There will also be promotions at point of sale, such as Ica and Coop, between the months of December 2013 and January 2014.

It is worth noting, that in the Russian Federation, Chilean blueberries will be promoted at the point of sale of the Okey supermarket chain. The campaign includes the provision of promotional material and tastings in the cities of St. Petersburg and Moscow during the months of December 2013 and January 2014.

Turkey and Poland
There will also be promotions in outlets of major retailers in the markets of Turkey and Poland. These programs are aimed at introducing the national fresh produce to both markets as they have great potential.

Turkey has become one of the most interesting and dynamic economies in the world, with a population of over 75 million people, 65% of which are under 34 years, and an average age of 29. This phenomenon implies that the Turkish society is characterized by being innovative and comprehensive, very dynamic in terms of change and can adapt their consumption habits to those of Western countries. Additionally, its strategic geographical location makes Turkey a natural bridge between Europe and the markets of the Middle East, Central Asia and the Balkans. The country also has a modern transportation and telecommunications infrastructure.

With a population of over 38 million people, Poland is especially interesting as a destination for new businesses because of their domestic market's size and its eagerness for new products and services. An additional element that makes Poland an even more interesting destination is its geographical location within Europe, which facilitates trade not only with members of the European Union, but also with growing markets like Ukraine, Belarus and the Russian Federation.


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