"Longo's grocery and "Why Not Try" Campaign"

Colombia highlights exotic fruit exports to Canada through partnership

This October, Proexport Colombia will promote Colombia's exotic fruit exports at 22 Longo's grocery stores in the Greater Toronto Area through the grocery store's "Why Not Try Program," which seeks to encourage customers to get familiar with new and exciting products. On the weekends of October 18-19 and 25-26, 2014, Longo's will feature demos of Goldenberries, Yellow Pitayas, Passion Fruits and Granadillas from 10:00am to 5:00pm.

During these demos, Longo's shoppers can learn about the health benefits of the fruits and receive a complimentary recipe booklet that will show them how to best enjoy the fruits. Thanks to Colombia's unique climate, these fruits are always in season so Longo's shoppers can find these products all year-round.

"Today's global economy enables consumers to enjoy products from all over the world, including Colombia," said Maria Claudia Lacouture, President of Proexport, the Colombian agency charged with promoting trade, tourism and investment. "In Canada, the Canada-Colombia Free Trade Agreement (FTA), which was signed on August 15, 2011, has effectively eliminated trade barriers and allowed for easier flow of goods between the two countries. This is particularly relevant to the agribusiness industry. According to Statistics Canada, from January to July 2014 alone, Colombia exported US$38 million worth of fruits to Canada."

Colombian exports reach Canada's major provinces of Ontario, Quebec, British Columbia and Alberta and deliver a range of popular products such as fresh fruits, fresh cut flowers, apparel and more. According to Statistics Canada, in 2013 flowers were the largest non-traditional export from Colombia to come to Canada, valued at US$80.5 million. This was followed by fruits (US$65.5 million) and sugar and confectionery (US$21 million). Since the implementation of the FTA, Colombian fruit exports to Canada have grown by 32 percent (excluding bananas).

Colombia has over 300 fruit varieties and Canadians might not be familiar with some of them. Through its partnership with Longo's, Proexport Colombia wants customers to learn more about Colombian fruits and have fun while enjoying their flavours and health benefits.

"The Longo's team is dedicated to continually providing new and exciting food, which is why we were thrilled to partner with Proexport Colombia for our 'Why Not Try' initiative and bring Colombia's Goldenberry, Yellow Pitaya, Passion Fruit and Granadilla closer to our shoppers," said Mimmo Franzone, Director of Produce and Floral at Longo's. "As a family-owned organization, Longo's is inspired by our founders' commitment to a Fresh Tradition. We are excited for consumers to get to know these fruits and enjoy them both on their own, and in a variety of recipes."

For more information on each of the exotic fruits, and to explore recipes, please click here.

For more information on Colombian products and the free trade agreement, please click here.

For more information:
Ola Beilock
Ogilvy
Tel: +1 212-880-5235
Email: ola.beilock@ogilvy.com

Publication date: Fri 17 Oct 2014