2020 was undoubtedly a special year for everyone. And although the Argentine blueberry was not exempt, the Argentine Blueberry Committee (ABC) found strength in adversity and in a global pandemic context, it worked on the positioning of the super fruit, communicating, through different campaigns, its benefits. to health.

The comic as a tool

The management of the Argentine industry by ABC has stood out for being very creative in recent years, developing internal and international consumer campaigns with high impact on the market. This is the case of the international campaign “Taste the Sweetness and Enjoy the Difference” (Taste the sweetness and enjoy the difference).

“The world of blueberries is in constant motion. The expansion of production and new suppliers, together with the increase and diversification of demand, create constant challenges to keep this business attractive.

The Argentine blueberry is recognized in world markets for its characteristic sweet flavor that differentiates it from the rest of the offer. In this scenario, Argentina is asserting its experience, its know-how, its agro-climatic conditions, and is finding its place in the market as a player of quality and differential flavor ”, they explain.

The ABC positioning campaign year after year consolidates its slogan "Taste the Sweetness and Enjoy the Difference". In 2020, it came to Asian countries with great force with a comic-style creativity. The obvious result is that it has managed to transcend the traditional market of the United States, continental Europe and the United Kingdom, and invested in Asia through different specialized media with notes of interest and publicity.

The comic aesthetic was oriented to a family audience in Asia in general and in China in particular to older people, attentive to the cultural and nutritional customs of that Asian giant.

National campaign "Better with Blueberries"

Since its inception in the country, more than 20 years ago, the blueberry sector in Argentina allocates 95% of its fresh fruit production to export. Today, after four specific years of the "Better with Blueberries" campaign, that percentage dropped to 80%.

BlueMagazine

The full article can be found in the free specialized magazine BlueMagazine. Login to https://www.revistabluemagazine.com/publicaciones/edicion-2021/ and do not miss the news of the blueberry industry.

August International Blueberry Month 2021

Since staying active and updated on the new knowledge of the industry, it is important to obtain a quality product that meets the demands of the market, during the next month the International Blueberry Month August 2021 will be held, in its second version. On this occasion, farmers, producers and professionals related to the world of agriculture will be able to train with international experts online.

To purchase your ticket to the event, click on the following button: