Chilean growers and exporters are set to mount their third year of blueberry promotion in the UK.
The initiative will see some 70,000 consumers taste the fruit and aim to increase market penetration of Chilean blueberries and provide support for UK retailers and importers, through close collaboration with the Seasonal Berries campaign.
The Blueberry Challenge road show will be touring the UK from early January to give the nation a chance to experience the superfruit.
The team, led by Professor Blueberry, will be setting up an interactive Blueberry Centre in city centres and in stores to sample fresh Chilean blueberries around the UK to approximately 70,000 consumers.
The team will hand out blueberry samples, distribute a z-card that educates visitors on why blueberries are great for boosting health and advise ways use them in everyday meals.
Children can also exercise their brain-power in the Blueberry Pod by playing the exciting Blueberry Challenge game.
The Blueberry Challenge road-show will be supported by a PR Campaign targeting regional radio stations in each city that the Blueberry Challenge visits.
The road show team will be visiting local radio stations to deliver boxes of the fruit to DJs who will be offering a live Chilean Blueberry Competition with prizes of £100 in supermarket vouchers to be given away on air.
During the peak of the blueberry season, in mid-January, the blueberry joins Chilean cherries across three retail chains in the UK. In total, the in-store sampling campaign will take place in over 400 outlets, directly offering samples of fresh Chilean blueberries to over 150,000 shoppers.
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