Chilean blueberries and cherries are hitting the road in China.
For the first time, both products will be marketed across a number of different Chinese cities in an intensive campaign designed to target consumers ahead of the New Year celebrations.
The promotion kicked off yesterday in Chengdu, an area of 14m inhabitants. It consists of a convoy of cars bearing the distinctive brands ‘Blueberries of Chile’ and ‘Cherries of Chile’ visiting different cities, distributing information leaflets at the main food markets outlining the quality and health aspects of the products, as well as their availability.
At the same time, workshops are being held for distributors in each of these markets, during which they will have the opportunity to familiarise themselves with the products.
“Our aim is to develop new markets within China for Chilean fruit, which is why the focus of this campaign will be on reaching new cities where consumers have a high purchasing power and demand for fresh produce is strong,” said Ronald Bown, president of Asoex.
Christian Carvajal, Asoex’s European marketing manager, said the interest such events were generating amongst distributors was intensifying.
“Whereas in the past we might have had eight or ten traders turning up, today that number is nearer 25,” he said.
The campaign, a joint initiative between exporter association Asoex, the Chilean Blueberry Committee, the Chilean Cherry Committee, ProChile and the Chilean embassy in China, stems from the deal signed by Asoex and the China National Agri Wholesale Market Association (CAWA) last month to supply Chilean fruit across China.
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