Karen Brux, the General Director of the Chilean Fresh Fruit Association (CFFA) of North America, stated that this season's citrus promotion would be bigger than in previous years. The goal is to better support the consumption of fruit given that this season Chilean citrus exports are expected to increase by 17%, according to estimates of the Citrus Committee of ASOEX.
Brux pointed out that the Committee, together with developing this major promotion campaign, which is already in full implementation in specialized stores and retail, will also develop actions in trade fairs and the in the Foodservice sector. The activities would last until October 2018.
The director of the CFFA said that to materialize the objectives, the entity is working with a group of merchandisers who mainly travel the US market, establishing commercial ties and planning promotional programs at points of sale and other places that have a massive public attendance.
The CFFA professional said that last year was the first time they began to plan actions for the Canadian market, noting however that the largest promotional efforts are focused on the US market.
Karen Brux added that, during this campaign, the Citrus Committee had expanded its focus and support of promotional actions within the United States market. "It is a key market for the Chilean citrus industry," she said, adding that it was very important for exports of easy peelers, Navel oranges, and lemons.
She also said that the main focus of their marketing efforts were making promotions at the retail level. "We are currently working with retail buyers, merchants, dietitians, and marketing personnel within each market. Everyone plays a key role in buying and promoting Chilean citrus. I think that this collaboration will help us have really effective actions."
The Director of the CFFA said that the key attributes to promote easy peelers were their taste, juiciness, versatility of uses, and their snacking potential; information that is being disseminated in the promotional materials distributed in fairs and retail. "Since the easy peelers can be used as a healthy snack by schoolchildren, retailers support their consumption through promotions of our tangerines and clementines in the period when children return to school, i.e. between September and October," she added.
Source: SimFRUIT