The Regulatory Council of the "Kaki Ribera del Xúquer" Designation of Origin will focus their international promotion campaigns in Brazil, Canada, and the United Kingdom this year.
The Council is taking advantage of the agreement it has with ICEX, which allows it to use its commercial offices to achieve its goals, and has chosen Toronto and São Paulo because these markets have the greatest potential among the markets the most distant markets that require the more effort.
The agreement with ICEX contemplates campaigns to publicize the kaki in the selected countries through traditional media, social networks, distribution chains, and promotions at points of sale.
The goal of the promotion in the United Kingdom is to strengthen the very stable trade relationship that the parties already have. This will be the first time that the regulatory council carries out a kaki promotion campaign in Brazil, but it won't be the first time they ship fruit to this destination. However, stated the president of the regulatory council, Cirilo Arnandis, given the decrease in the harvest that was predicted for the 2021/22 campaign as a result of pests -such as cotonet- and inclement weather, the council has decided to hold those destinations on standby this year and supply other European markets that are closer. The new agreement signed with ICEX is a forecast, he added.
"The DO continues betting on and supporting kaki. We are going through a difficult moment because of the cotonet, but we will overcome it and we have to continue having open markets," he said.