The Argentine blueberry industry, grouped into Argentine Blueberry Committee (ABC), has started an international communication campaign to promote its blueberries based on the graphic culture of comics, which is giving it positive results in Asian markets.

International campaign

According to the Argentine blueberry industry, this "retro" strategy is focused on its greatest quality, such as the sweet and characteristic flavor of its fruit, which differentiates it from the rest of the world supply in the markets.

The campaign called "Taste the Sweetness and Enjoy the Difference" (Taste the sweetness and enjoy the difference) is having a lot of success in international markets with its creative message based on the iconography of the comic and its graphics vintage from old illustrated comics from the 60s.

Local campaign

During October and November, the highest production of the Argentine blueberry harvest season is concentrated, so Argentine producers celebrate on those dates, and for four years, the Blueberry Week, which aims to promote mainly local consumption and position this super fruit as a healthy snack for the enjoyment of the whole family, through talks and events via social networks seeking to encourage consumption in the domestic market.

Boost to the industry

This year Blueberry Week was held from October 19 to 25, within the framework of the "Better with Blueberries" campaign, and together with the current international campaign "Taste the Sweetness and Enjoy the Difference”, Are signifying a notorious boost to the Argentine industry, which already has more than 20 years of history.

Argentina began to grow blueberries more than two decades ago, having industrial cultivation projects in an area of ​​4.200 hectares, very far from the current area, which does not exceed 2.700 hectares of crops.

The northwestern region of Argentina, which includes Salta and Tucumán, has almost 50% of the blueberry production area, while the northeast, between Corrientes and Entre Ríos, has around 40% of the total area and in the province of Buenos Aires is home to approximately 15% of the Argentine blueberry production orchards, depending on the fluctuations in production each season.

Last season, an approximate volume of 13 thousand tons of blueberries were exported to the United States and to the European markets, which means an increase in consumption at the international level, and with regard to domestic consumption, this reached 2 tons. .