The new branding for the Chilean fresh fruit industry has been showcased for the first time in the Russian Federation as the country continues to roll out its new identity at major trade fairs and through promotional activities around the world.
The new brand, Fruits from Chile, was launched during one of the first promotional events in Russian supermarket Azbuka Vkusa in Lotte Plaza, Moscow, on 1 June, according to a press release from the Chilean Fruit Exporters Association (Asoex).
“We are happy to collaborate with the Chilean companies, whose products are highly valued by our consumers,” said Andrey Golubkov, press secretary of the Azbuka Vkusa retail chain.
“We offer the best fresh fruit to our clients throughout the year, and our policy is to be faithful to products of highest quality and to the most responsible suppliers”.
The event was opened by the Chilean Minister of Agriculture, Luis Mayol, during which guests had opportunity to taste fresh fruit from Chile and to take part in the culinary master class devoted to dishes featuring fruits from Chile.
Representatives of Asoex also used the occasion to speak about Chile’s agricultural traditions, the quality of Chilean fruit and the key factors that have led the country to become a world-class leader in fresh fruit exports.
Asoex chairman Ronald Bown, highlighted that through the new industry brand, Chile wants to “enhance the characteristics” that have turned the nation into one of the largest suppliers of fresh fruit from the Southern Hemisphere and one of the main suppliers to the world.
“During this first stage of introduction of our industry generic brand, our objective is to create greater recognition of it and its key components, amongst importers, distributors and retail chains in the Russian Federation,” Bown explained.
Russian is an important destination for Chilean fruit exports to the European continent, representing the third largest export market for the direct sendings of Chilean fruit to this region.
During the 2010/11 season, arrivals of Chilean fruit to the Russian market rose by 8 per cent.
“Considering the fact that there’s always a great demand for fresh fruit in Russia throughout the year, it is possible to say that the further growth of supplies of fruit from Chile will be a source of great enjoyment for the Russian customers,” Asoex said.
