CFFA announces creative and aggressive promotions of fresh Chilean fruit

CFFA announces creative and aggressive promotions of Chilean fresh fruit

11/01/2016

Karen Brux, Director of the entity indicated that along with the promotions of Chilean cranberries and cherries, will also be carried out activities to enhance table grapes, peaches, plums and national nectarines, using various marketing tools that encourage fruit consumption national.

The December 16, arrived the first shipment of fresh Chilean fruit to the port of Wilmington, DE, United States. The shipment marked the sixth consecutive season of shipments of Chilean fruit to this port. Before this shipment, only cranberries and cherries from Chile were in the US market.

In this regard, Karen Brux, Marketing Director of the Chilean Fresh Fruit Association (CFFA) of North America, based in San Carlos, California, pointed out that with the first containers from the West Coast scheduled for the end of December, grapes and Chilean stone fruit in the United States market for the month of January.

The CFFA is not only creative, but also very aggressive and effective in its promotion initiatives. It introduces new programs and projects every year, and this year is no exception.

"To start the season, the CFFA will use creative marketing elements that encourage promotions and sales, motivating consumer purchases and expanding the penetration of our fruits at the retail level," explained Brux. "This, of course, accompanied by our personalized marketing support, which we offer to importers, wholesalers and retailers in the US. and Canada. "

CFFA's personalized programs include promotional materials for point of sale, supporting retail chains in the development of promotions "Taste of Chile".

"These merchandising materials are to promote Chilean fresh fruits throughout the available variety, during the winter months in the market," added Brux. "The best way for retailers to attract consumer attention to Chilean fruit is by creating large and attractive displays, giving consumers reasons to buy the fruit", He said.

The exhibition of short and motivating videos of recipes, is a new tool of the CFFA to attract the attention of the consumer. Brux explained that for this season they have produced two videos to promote Chilean blueberries, but it is intended to produce others for stone fruits and table grapes.

"In a minute or less, consumers can learn to make a tasty, convenient and nutritious recipe with Chilean fruit", commented the professional, adding that:"We intend to use these videos on our Facebook page and also provide them through the internet and social media platforms of retail."

The CFFA is also developing new, creative and fun user-friendly ideas. In this regard, the representative of the entity indicated that many of these materials, such as the image of a bright Easter grape-egg, are connected to a specific season or holiday, so they are perfect for social media.

Another great news is that the CFFA is celebrating its first launch season of “Fruits From Chile” at the Ontario Food Terminal, and has hired its first Canadian-based merchandiser in 2015.

"Her name is Susanne Bertolas, and this is the first year that she will be with us throughout the Chilean fruit season," Brux said. "On Friday, January 15, we will be kicking off the Chilean fruit season in Toronto with an event at the Ontario Food Terminal."

This terminal is the largest wholesale fruit market and distribution center in Canada, with a distribution of over 2 million pounds annually, serving 5.000 registered buyers.

"The size and power of the independent retail market is enormous, and this is the market that supplies them", stressed Brux.

"We are also associated with the Produce Marketing Association of Ontario, sponsoring its website, http://producemadesimple.ca, for a total of three weeks: one for blueberries, another for grapes and the third week for stone fruits," he said. "Numerous ideas, as well as images of promotional use, and other relevant information of the product, will be delivered."

Currently, the CFFA is involved in a new FoodSevice program launched at the Culinary Institute of America entitled “Appetites + Innovation; a National Leadership Collaboration for sales in retail and FoodService ”. The program will be held at the CIA's Napa campus in Greystone, CA, between January 18-20, 2016.

"The CFFA is one of the few selected sponsoring organizations", highlighted Brux. "The program will be attended by 30 to 35 culinary and business leaders of high level in all sectors of FoodService and retail, including many representatives of the main supermarket chains in the country. We will be presenting creative ideas and delivering initiatives for different uses of Chilean fruit. With all this we hope to inspire stronger sales of Chilean fruit. "

And there is still more ...

For the third consecutive year, the CFFA will carry out its successful campaign "The Great Grape Giveaway".

"Retail stores can simply display any of our promotional materials at point of sale or developed promotions of our products at point of sale, take a photo and email it to us", explained Brux. "Then we will send you a code, which is online. Enter it and you are immediately awarded anywhere from USD $ 25 to USD $ 100. We have had hundreds of participating stores every year because it is an easy and fun campaign. For us, it has been very effective in generating great and beautiful exhibitions of Chilean fruit ".

The CFFA will also run a blueberry promotion on Facebook, during this month of January and a promotion of table grapes in February.

"To all the above we must highlight the cross-promotion with other products, the use of retail social media channels, which have been a very effective way of communication for the CFFA and its associated cranberry, cherries and citrus committees", informed Brux.

“We have a wide and diverse range of beautiful photographs, Ideas for use, and even videos of Chilean orchards that retailers can share with their customers to help bring the story of Chilean fruit into the lives of consumers. We also support numerous retail social media promotions for Chilean fruit, giving away everything from certificates to stores in Nutribullets, or even lemonade carts during the summer. "

Source: SimFruit