Fruits from Chile Embarks on First-Ever U.S. Marketing Campaign
CHILE - Fruits from Chile aims to embark on its inaugural marketing campaign for North America, after having raised harvesting parameters majorly in recent years. Retail and social media promotions will be running from June through September.
“There is a direct link between dry matter and sweetness of the fruit,” said Carlos Cruzat, Chairman of the Chilean Kiwifruit Committee. “With the high dry matter we’re seeing throughout the industry, we feel confident that consumers are going to have a great experience with Chilean kiwifruit, resulting in repeat purchases and kiwifruit category growth for retailers.”
According to a press release, nearly 11,000 tons of kiwifruit shipped to North America this season to date. The thrilling news of the 2019 season centers on dry matter for the Chilean Kiwifruit industry, which has risen to historically high levels this year. Dry matter is essentially everything in the fruit, minus the water. From the orchards straight through to retail, it is a critical factor in delivering quality fruit with consistent ripeness all along the supply chain.
In week 12, Chile started shipping small volumes of green kiwifruit to North America with weekly shipments steadily increasing and continuing into September. Fruit sizing is larger than the previous year, with the majority of volume falling between size 30 and 33. A dry, hot summer and increasingly stricter harvesting parameters by Chilean Kiwifruit Committee members, have yielded high quality, more uniform fruit with strong storage potential.
The Chilean Fresh Fruit Association’s (CFFA) merchandisers are finalizing retail promotional programs, both in-store and online, that will take place between June and August. Karen Brux, Managing Director for the CFFA, stated all retail promotions have one common objective: demonstrating how kiwifruit can contribute to a retailer’s bottom line.
“Kiwifruit is an amazing fruit,” said Brux. “From its fresh, tangy-sweet taste to its incredible nutrition and health benefits, it really has everything. Our promotions will generate increased kiwifruit sales and shine light on the potential of kiwifruit to become a bigger player in the produce department.”
Along with retail programs, the CFFA is also undertaking an extensive social media program, sharing nutrition info, usage ideas, new recipes, recipe videos, and season updates with its 350,000 Facebook fans. Social media promotions will run throughout the season, with both consumer and trade e-newsletters keeping the focus on Chilean kiwifruit. Media dietitians will further extend consumer reach with TV segments in major markets.
Chilean kiwifruit is available now through October.
For more news on Fruits from Chile and the kiwifruit season, keep reading AndNowUKnow.