SONOMA, CA – The Chilean Blueberry Committee (CBC) has launched an aggressive promotion campaign to support sales and consumption of fresh blueberries from Chile during the winter months in North America.
Timed to coincide with record highs in projected Chilean blueberry volume into North America, the campaign, targeted to consumers, focuses on the health benefits of fresh blueberries and how easily they integrate into a healthy diet and lifestyle. The “New Year, New You” multi-faced campaign encourages consumers to add fresh blueberries to their dishes as they strive to be healthier. The CBC has added new menu creations to their stock of nutritious blueberry recipes, developed literature highlighting pertinent nutrition research and enlisted the help of nationally recognized RD's to help educate consumers about the health and nutrition benefits of these Little Blue Dynamos®.
To spread its health and flavor message, the CBC is providing retailers and foodservice operators with consumer education and sales support materials. While fresh blueberries from Chile are already widely distributed throughout the U.S. and Canada, the CBC seeks to capture consumer awareness in produce departments nationwide with attention-getting product displays, shelf-talkers, price cards and in-store radio commercials. The CBC’s Quick & Easy Blueberry Recipe guide, featuring recipes like: Chilean Fresh Blueberry & Orange Yogurt Breakfast Parfait, Chilean Fresh Blueberry Alpine Pancakes, among others, will also be available to consumers in-store and online.
To encourage greater in-store visibility, the CBC is sponsoring retailer contests with prizes awarded for the most effective in-store displays. In addition, promotional efforts will extend to hotel and restaurant chains, universities and health care food facilities. For retailer support or access to point of sale materials, or for foodservice recipes and menu planning; visit www.chileanfreshfruit.com.
Noting that North America is the top export market for Chilean Blueberries, Tom Tjerandsen, Managing Director of the Chilean Fresh Fruit Association, said, “We’re committed to providing support to our retail and foodservice base not only by ensuring a continuous winter-time supply of high-quality, summer-fresh fruit, but with creative promotional programs that resonate with consumers and trade alike. Our central message is to reinforce the consistently high quality of Chilean fruit, and to affirm the passion and pride of the people who produce, pick, pack and ship Chile’s fresh fruit to consumers worldwide.”
For more information about the promotional campaign, and to learn how to participate, visit www.chileanfreshfruit.com. The Chilean Blueberry Committee, an organization linked to the Chilean Exporters Association, A.G. (ASOEX), aims to increase the long-term competitiveness of the Chilean fresh blueberry industry and to continue to develop international markets for fresh blueberries from Chile. Chile is currently the second largest producer of cultivated blueberries worldwide and also the leading grower in the Southern Hemisphere, where the fruit is available in the winter season, when it is not being harvested in the Northern Hemisphere. For more information about Chilean blueberries go to www.chileanblueberrycommittee.com (click on the British Flag at the bottom for English).
Source: Chilean Blueberry Committee
