The Chilean fresh fruit industry is continuing to focus resources in the US to maintain growth in its most important market, as forecasts project another strong year of trade during which shipments to the US are set to exceed 100m cartons, according to the Chilean Fresh Fruit Association (CFFA).
This season, CFFA will continue its outreach to consumer food editors and writers through a series of press releases with kitchen-tested recipes and usage tips for fresh fruit.
CFFA will also be using television and in-store radio to get across its message that fresh, high-quality fruit is available from Chile throughout the winter.
In February, CFFA expects to reach over 10m consumers across the US through a segment with Mr. Food airing nationally on 18 February, and a Health & Home Report that will run on network, cable and online channels throughout the month.
Additional outreach to consumer affairs directors at retail chains will help reach consumers looking for healthy options to bring home to their families.
The foodservice industry continues to be a point of emphasis for increased fresh fruit usage, and CFFA’s highly successful foodservice distributor contests will take place again in January and February. CFFA will also again exhibit at the CaterSource Conference in March, previously attended by over 8,000 caterers.
Ongoing communication with the foodservice media will highlight success stories in the industry and inspire other operators with on trend usage ideas. CFFA will also be taking food writers, buyers and chefs to the fruit producing areas to see first-hand the care taken to grow and ship fresh fruit to the US.
Each year, about 40 per cent of Chile’s fruit exports are exported to the US. Table grapes will continue to dominate volume, but increased blueberry acreage and new varieties of other fruits are generating excitement in the industry.
“Last year saw the growth of the Chilean citrus sector, with the introduction of navel oranges and grapefruit to the US,” added to Tom Tjerandsen, North American marketing manager for the Chilean Fresh Fruit Association.
“Chile’s growers, packers and exporters have developed a seamless supply chain with strict quality and phytosanitary controls to deliver world-class fruit to US consumers.”
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