A new Asian-focused US joint promotion, Fresh Fruit Showcase, opened late last week in India and Indonesia, the first markets to be targeted in a promotional programme looking to span several years.
By coming together to take part in a generic country-of-origin promotion, key US bodies including the Washington Apple Commission, Pear Bureau Northwest, the California Table Grape Commission, the California Tree Fruit Agreement, USA Apples and Northwest Cherry Growers together qualify for a special allotment of government funds.
The USDA’s Market Access Programme is contributing US$200,000 to fund this Global Based Initiatives promotion.
“This new initiative gives us a focal point, a lychpin for promotional activity, and for the US apple, grape, pear, treefruit and cherry industries to hang their efforts on,” Fruitnet.com was told by Jeff Correa of Pear Bureau Northwest, who is coordinating the campaign.
“We have run a similar programme in Mexico for the past three years. It allows us to conduct larger scale activities under the broader US fresh fruit brand and helps us to leverage our respective industry positions in the marketplace.”
The promotion, which operates under the banner ‘US Fresh Fruit Showcase – the Spirit of Healthy Living’, kicked off in India on 30 September and launched in Indonesia on 1 October. It is set to run for two months in both markets.
“This year we’re focusing on India and Indonesia, next year we’ll look to do a similar campaign in China and Taiwan and the following year the focus will most likely switch to Singapore and Malaysia,” Mr Correa said.
The campaign includes retail promotions, PR events and activities with high-end hotel chains.
For instance, in Indonesia there will be in-store activities, road shows, seminars, demonstrations by celebrity chefs and promotions with hotel chains, according to local representative Kafi Kurnia.
“We see US Fresh Fruit Showcase becoming a major health movement in South East Asia,” he said.
