The Provincial Federation of Fruit and Vegetable Exporters of Las Palmas, (FEDEX) and the Provincial Association of Growers and Exporters of Tomatoes of Tenerife (ACETO), in partnership with Proexca and with the collaboration of the Cabildo of Fuerteventura, are conducting a promotional campaign in the Swedish market coinciding with the increase in the shipment of tomatoes.
The 2015/2016 campaign is approaching its peak, with an increase in volume of five thousand tonnes compared with the same date of the 2014/2015 campaign, when the harsh winter conditions delayed the start.
This harvest is developing normally, although the volatility of the markets has been causing price fluctuations in recent weeks, with a tendency to stabilise upward.
The success achieved by last season's promotional campaign has motivated Canary tomato growers to pursue gaining the loyalty of Swedish consumers, who increasingly appreciate the product.
This time, the promotion is being conducted through the Internet and social media due to the high penetration of these in Sweden. Messages about the qualities and differences of Canary tomatoes compared to its competitors are the key to the campaign.
The Scandinavian market, and Sweden in particular, is one of the main destinations for Canary tomatoes, which have been growing exponentially in recent years.
The promotional campaign, which kicked off on 15 December and will finish on 25 January, 2016, is taking place in the framework of the 130th Anniversary of the tomato export activities of the Canary Islands, under the slogan "130 Years cultivating the best tomatoes in Southern Europe."
The messages received by consumers include: "Ripened in the sun of the Canary Islands. Now it's time to harvest tomatoes in the Canary Islands. Here tomatoes ripen naturally in the sun. The sun is preserved inside to warm your winter. Most of the lycopene is due to our sun."
The promotion also stresses that, every week, "great quality fresh tomatoes ripened under the sun are distributed to your local food store. Sun-ripened tomatoes ensure a great taste experience and also involve great consideration and respect for the environment and working conditions."
As a reward for the loyalty and creativity, at the end of the campaign there will be a raffle among the participants, who can win a trip for two to the island of Fuerteventura, where, besides enjoying of its beaches, they will be able to visit the facilities and plantations of Cooperativa Gran Tarajal.
The campaign, designed by FEDEX ACETO, is being conducted under the auspices of the Canary Islands Economic Development Company, S.A., PROEXCA, a public company attached to the Council of Economy, Industry, Trade and knowledge of the Canary Islands, and has the support of the Cabildo of Fuerteventura through the Councils of Agriculture and Tourism.
Source: fedex.es
