The Florida Department of Citrus (FDOC) will expand its grapefruit promotions in South Korea this year in an effort to capitalise on increasing sales there.
According to Mike Yetter of the FDOC, sales of Florida grapefruit to Korea last season increased by 54 per cent over the previous year to 226,000 cartons. As of mid-February of this year shipments of Florida grapefruit are up by over 50 per cent on the same time last year, he added.
“The Korean consumer is becoming more discerning and demanding of products offered in the marketplace,” said Mr Yetter. “As the Korean economy continues its rapid development and a middle and upper-income class emerges, there will be more consumers with the financial means to afford higher quality, premium priced products like Florida grapefruit.”
The department believes additional promotional activity will enhance consumer awareness of, and demand for, Florida citrus.
Promotions are planned to run from the end of March to the start of May and will consist of product sampling, point-of-sale material, expanded shelving and consumer brochures. This will take place in key outlets in the larger metropolitan area, said Mr Yetter.
“The promotion will focus on giving consumers the opportunity to experience the great taste of Florida grapefruit and learn more about its many health and nutritional benefits,” he said. “Trial and conversion are the primary objectives of this promotion.”
Meanwhile, Jinwon Trading Company managing director Joon Hong Choi recently told fruitnet.com Florida grapefruit have faced stiff competition from Israeli oroblancos, known as Sweetie, in the Korean market.
“It looks like we now have a diversified market for grapefruit,” he said.
