The Chilean Fresh Fruit Association (CFFA) outlined its successful Eat the Blues campaign last week, to reinforce its position as the number-one blueberry exporter.
The initiative, now in its second year, was put together to encourage trial and purchase of the fruit, while educating consumers about why and how it should be eaten.
Activities targeted the grey pound and the Yorkshire region, which were both singled out for underperforming in the category.
Christian Carvajal, marketing manager, said the CFFA worked closely with the Winter Berries campaign - now incorporated under the Seasonal Berries banner - to develop the campaign.
He said: “We wanted to develop new markets, as well as raise the frequency of purchase and product penetration.”
Production in the South American country has rocketed from 1,500 hectares five years ago, which produced some 5,500 tonnes, to the current 10,000ha, which generate volumes around the 30,000t mark.
Europe attracts 18 per cent of total exports from the country, while US remains the main market.
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