Television actors and promotional giveaways helped Thai fresh produce trader Vachamon Food boost the popularity of Jazz apples in Thailand at a recent trade fair.
Exhibiting at the ThaiFex World of Food Asia show in Bangkok, Vachamon spokesperson Wipavee Watcharakorn said the event had been a success and the company would increase imports of the variety this year.
According to Ms Watcharakorn the company imported around 60 containers of the variety from New Zealand the US and France last year.
This year she predicts Vachamon could import as many as 90 containers, with the bulk of this coming from New Zealand.
“We like the Jazz variety as we have confidence in it. This is why we have developed a campaign to promote it,” she told Fruitnet.com.
To promote the variety at the exhibition Vachamon enlisted the help of two well-known Thai television actors, Mo Amena and Den Dokpadu. From its stall at the trade show Vachamon conducted Jazz apple tastings and anyone who tried the variety was given a Jazz-branded bottle of water.
She explained that the five-day ThaiFex World of Food Asia event consisted of three days where exhibitors connected with buyers in the food trade followed by two days when the show is open to the public.
During these last two days the company sold 250 cartons of apples, said Ms Watcharakorn.
Those who bought cartons were also given a Jazz-branded shopping bag the company hoped people would make use of and further raise awareness of the variety.
Ms Watcharakorn explained Vachamon’s Jazz apple marketing campaign in Thailand was focused on the concept of style and targeted consumers who appreciate innovation and want the best for themselves.
Besides Tesco, which imports the variety for its outlets, Vachamon is the sole importer for the variety in Thailand.
