Chiles fresh fruit industry continues to focus resources in the U.S. to maintain growth in its most important market. Each year, about 40 percent of Chiles total fruit exports are shipped to the U.S. Despite early harvest delays this season, forecasts project another strong year of U.S.-bound shipments exceeding 100 million cases. Table grapes will continue to dominate volume, but increased blueberry acreage and new varieties of other fruits are generating excitement in the industry.
Last year saw the growth of the Chilean citrus sector, with the introductions of navel oranges and grapefruit to the U.S. according to Tom Tjerandsen, North American Marketing Manager for the Chilean Fresh Fruit Association. Chiles growers, packers and exporters have developed a seamless supply chain with strict quality and phytosanitary controls to deliver world-class fruit to U.S. consumers.
Chile has invested heavily to market their fruit and raise consumption during winter months, which has long lagged behind summer fruit consumption. The gap has closed in recent years, and with Chile producing 36 species and over 400 varieties for the U.S. market, retailers and consumers have plenty of choices. In addition to their long-running advertising and retail promotion programs, CFFA has increased investment in public relations to generate positive coverage in the media.
For the coming season, Chile will continue its outreach to consumer food editors and writers through a series of press releases with kitchen-tested recipes and usage tips for fresh fruit. CFFA will also be using television and in-store radio to get out its message that fresh, high-quality fruit is available throughout the winter. In February, CFFA expects to reach over 10 million consumers nationally through a segment with Mr. Food airing nationally February 18, 2010, and a Health & Home Report that will run on network, cable and online channels throughout the month. Additional outreach to consumer affairs directors at retail chains will help reach consumers looking for healthy options to bring home to their families.
The foodservice industry continues to be a point of emphasis for increased fresh fruit usage. The highly successful foodservice distributor contests will take place again in January and February, and CFFA will once again exhibit at the CaterSource Conference in March, attended by over 8,000 caterers. Ongoing communication with the foodservice media will highlight success stories in the industry and inspire other operators with on trend usage ideas. CFFA will also be taking food writers, buyers and chefs to the fruit producing areas to see first-hand the care taken to grow and ship fresh fruit to the U.S.
CFFA continues to work with Lewis & Neale Inc. to carry out its public relations program, a relationship that has grown over the past decade. Jason Stemm, Associate Vice President for the CFFA activities has been pleased with the program. With the increased focus on healthier eating to help curb the growth in chronic disease, Chile is poised to help offer consumers more options for fresh fruit when domestic production wanes.
Source: CFFA
