September saw the launch of a new annual red-carpet event for the fresh produce sector in Asia designed to boost Thailand’s imported fruit sales.
The inaugural Vachamon Awards took place on 22 September in Bangkok, celebrating Thai wholesale companies that have made the greatest contribution to the country’s import market.
Vachamon, one of Thailand’s leading fresh produce distributors, said it hosted the ceremony to show appreciation for its wholesale partners and their work in growing imported fruit sales.
The event also provided a platform to announce Vachamon’s upcoming fruit marketing campaigns and wholesale-buyer incentives.
Vachamon awards were given to wholesale customers who bought the most imported fruit, and arranged into three categories: Top Spender 2017; Forever Superstar (top spender for the last three years); and Rising Star (highest-spending new wholesaler customer), the firm explained.
Vachamon’s global supply partners, as well as international dignitaries were also invited to the black-tie event, which the company said triggered a significant spike in its sales.
“We are very excited about these new awards,” Vachamon CEO Wipavee Watcharakorn told Fruitnet. “The event went very well and made a big impact on sales growth for us. Our sales [to wholesalers] jumped three times on the day we held the event, and six times on the day after the event.”
Some 180 wholesale-company guests attended the event at the Renaissance Bangkok Ratchaprasong Hotel from all Thai markets, Watcharakorn said. “We also had delegates from the US embassy, the New Zealand Embassy, the French Embassy, AUS Trade, Pro Chile, Jetro, the Washington Apple Commission, the California Grapes Commission and the Chilean Ambassador to Thailand. Lastly, we had suppliers who flew all the way to attend our event.”
At the award ceremony, Vachamon announced a raft of promotions designed to motivate wholesale companies to buy more imported produce and thereby grow the Thai market.
These included an opportunity for wholesalers to win THB50,000 if they buy 1,500 cartons of imported Moon Drop grapes within one month; a cash-back bonus of THB1m for customers who buy THB30m worth of Japanese Essence apples; and a buy one container per month, get one pallet free of New Zealand Jazz apples.
