Chilean fruit industry unites under new brand

More than 100 representative from the Chilean fruit industry gathered at Fruit Logistica in Berlin last week to launch the country’s new brand, Frutas de Chile.

Frutas de Chile president Iván Marambio said the new brand united the fruit industry under a single banner and eliminated the confusion of managing several brands, including Asoex, Fruits From Chile, Frutas de Chile, Simfruit, in addition to the committee brands for blueberries, kiwifruit, cherries, citrus, table grapes.

Chile’s ambassador in Germany, Madgalena Atria, joined them in a minute’s silence in memory of the former president of Chile, Sebastián Piñera who recently died in a helicopter crash.

Daniel Medina, ProChile’s commercial representative in Hamburg, said: “Fruit Logistica Berlin is the most important fair in the world for the fruit and vegetable industry and offers great opportunities to access the global market. The companies that attend come from all over the world, mainly Europe and Asia: last year more than 63,000 people participated, with 2,600 exhibitors from 140 countries.

“At ProChile we are very happy to continue supporting our country’s participation in this event, which this year will feature 60 companies from our country, which will be able to meet potential buyers, retailers, suppliers and importers from all over the planet.”