promotion

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Promotion pays off for Chilean blueberries

Chile is now the largest exporter of blueberries worldwide and the Southern Hemisphere’s biggest producer, benefitting from the contrasting seasons.

After last season’s cold spells, Chilean blueberry exports this campaign reached 91,000 tons, meaning growth of roughly 22% on 2013/14 (74,653 tons), but only 5% on the previous season. The main markets are the US and Canada (67%), followed by Europe (23%) and Asia (10%), two markets currently growing in demand. This growth in the ‘new’ markets of Europe and Asia evidences the promotional and marketing efforts by exporter companies and the Blueberry Committee, which with the help of ProChile have dedicated consistent work and resources to the promotion of Chilean blueberries. “We believe this effort has definitely led to an increase in blueberry consumption in different markets worldwide, creating greater business opportunities for all concerned”, said Blueberry Committee CEO Andrés Armstrong.

Growing markets

In the case of Asia, the countries leading the growth of Chilean blueberry consumption are China and South Korea, where Chile has established phytosanitary protocols and which have now surpassed Japan, another country of interest in the region. “In Europe, the growth of blueberry exports to the port of Rotterdam in Holland highlights the impact of the Committee’s promotional campaigns in countries like Germany, Denmark, Sweden and Norway in Scandinavia, as well as the United Kingdom, which is the main destination market in Europe for Chilean blueberries”, adds the Blueberry Committee CEO. For next season, Chilean Blueberry and ProChile will keep up their promotional effort in these markets, in addition to the US and Canada, looking to open up new channels and consumer segments. They are also currently working on new phytosanitary agreements with India. 

Images courtesy of Chilean Blueberry Committee: http://www.comitedearandanos.cl/

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How Australia could sell more cucumber, cauliflower and other veg

Cucumber

Emphasise that vegetables like carrots and cucumbers make ideal raw, healthy snacks that can be eaten on the go.

And for other vegetables, highlight the benefits they bring to a meal – like the taste and nutrition of celery, or the variety that pumpkin adds.

These are among tips recently shared by the Australian horticultural body Ausveg, drawing on Nielsen Homescan data.

In a press release this month, Ausveg said Nielsen’s market research identified multi-million dollar opportunities for the Australian vegetable industry via areas with potential for growing vegetable consumption or that could benefit from better product positioning.

For instance, encouraging cucumber-buying households to buy cucumber as frequently as they did a year ago could achieve another (AUD) $4.8 million in sales value, Ausveg spokesperson Kurt Hermann said.

“In some instances, the industry could capitalise on already-increasing sales value – for example, we’ve seen an increase in the value of cauliflower sales on last year, and Nielsen have found an opportunity to gain a further $1.3 million in the senior couples demographic,” he said.

Read the release here.
Cucumber image: by Mgmoscatello (Own work) [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons
 

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5 Ways to eat Cauliflower, from Spain’s 5 al día

Take advantage of cauliflower quickly and easily with these food ideas from Spain’s 5 al día featuring cauliflower as the main ingredient.

Take advantage of cauliflower quickly and easily with these suggested ways to prepare it.

The 5 ideas all feature cauliflower as the main ingredient and are from Spain’s 5 al día (5 a day) association, which promotes daily fruit and vegetable consumption.

Oven-baked cauliflower

Spinach & cauliflower salad

Cauliflower al Ajoarriero (with garlic, olive oil & pepper)

Cauliflower and cheese croquettes

Cauliflower pizza dough


 

The recipes are in Spanish but you can see them here.
 
 
 
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Spain’s 5 al día targets future fruit & veg consumers

5aldia

Spain’s 5 al día (5 a day) association – which promotes daily fruit and vegetable consumption – put increased focus on creating healthy food habits among children last year.

At its annual general meeting in Madrid last week the non-profit presented figures showing fruit and vegetable consumption in Spain is below that recommended by the World Health Organisation. WHO advises at least 600g/person/day but current consumption in Spain averages just 400g, it said, and it is the country’s over-50s population that eats the most fruit.

“That’s why, in 2014 we put special emphasis on creating healthy consumption habits among children, the consumers of tomorrow, in the actions and promotions carried out by the association,” said 5 al día director Nuria Martínez Barea.

Among such initiatives, the non-profit organisation has developed a play for children titled “The Magic of Fruit and Vegetable” (“La Magia de Las Frutas y Hortalizas” in Spanish) and is rolling out the Frutoteca, a fruit and vegetable learning centre designed for children.

Frutoteca.png

It has also developed various TV spots featuring children, held competitions, and has a school programme that last year reached 332 education centres and more than 70,000 children.

According to 5 al día, the latest data from the Spanish Government’s Consumer Food Panel shows:

Average annual per capita household consumption
Fruit 101 kg
Vegetables 63 kg
Potato 23 kg
Total fruit and vegetables 187 kg

It said Spain produces more than 24 million tons of fruit and vegetables – making it Europe’s second biggest fruit and vegetable grower and the sixth biggest globally.

 

 

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How to be a must-see at Fruit Attraction

Organisers of this year’s Fruit Attraction fair in Madrid aim to attract 1,000 companies and 46,000 professionals from 90 countries.

Ten tips for success at the 2015 event from Fruit Attraction managing director Raúl Calleja

Organisers of this year’s Fruit Attraction aim to attract 1,000 companies and 46,000 professionals from 90 countries.
At a recent workshop organised by the 5 al Día organisation, Fruit Attraction managing director Raúl Calleja shared his advice on how to maximise success from this annual event in Madrid.
“You’re not buying square metres but the interest of thousands of clients. It’s a commercial tool for starting business relationships with operators worldwide and increasingly the market international buyers use to select products,” Calleja stressed.

Here are his tips:

1. Organise your participation together with the FA15 organisers
Find out what tools they can put at your disposal and let them share their experience to develop your strategy.

2. Stand out from the crowd
Create a message to communicate that is specific to Fruit Attraction 2015 and that will capture the attention of your targets.

3 Ensure this message appears in all you do to promote your participation
It should take centre stage in your stand image, corporate identity, pre-show, invitations, ads in the trade press. the goal is to make yourself a must-see at FA15! Get people talking about your company and products before the event – create expectations and interest.

4. Pre-show calls to action & organisation
Create an enticing invitation for your desired visitors telling them where you’ll be and why to see you. It’s not enough to just say “Visit us”.
The goal is to generate traffic to your stand with pre-show marketing and promotion. Consider sharing promotion costs with other companies. Organise social media, web banners, newsletters and so on.

5 Make use of the Fruit Attraction programme for international guests
You may be able to invite someone with their costs paid.

6 Harness the tools for exhibitors in the Trade Meeting Point

7 Get your stand design right
Research shows that when someone enters a stand area, with their eyes they look around left to right but physically they usually move from right to left. Keep this in mind and orientate your stand accordingly.

8 Prepare your team for the stand.

Your stand is a point of reception so your representatives should always be identified in some way so visitors know who to speak to. Your stand should also be a centre of organisation that helps optimise your time.

9 Make your stand design the most functional possible

Remember, it’s your headquarters while you’re there.

10 Take advantage of all the promotional tools that FA15 puts at your disposal

Follow updates:
Twitter: @fruitattraction
Facebook: /fruitattraction
Fruit Attraction web: www.ifema.es/fruitattraction_06/

See Calleja’s original presentation in Spanish via the link here.

 

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Quebec promotes its favourite home-grown and processed vegetables

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New consumer food guide provides practical tips on using processed vegetable options

The “I love 5 to 10 servings a day” campaign is launching the Coup de cœur pour des légumes cultivés et transformés au Québec! (Quebec’s favourite home-grown and processed vegetables) – a  free booklet with practical advice on how to harness the health benefits of Quebec peas, corn and green beans frozen or canned.

In the guide, nutritionist and spokesperson for the “I love 5 to 10 servings a day” campaign Julie DesGroseilliers explains how processed vegetables are convenient options that are both nutritious and tasty. “Raw or cooked, fresh, frozen or canned, in soups or in salads, sautéed or au gratin…there’s no wrong way to eat 5 to 10 servings of fruits and vegetables every day,” DesGroseilliers said.

The “I love 5 to 10 servings a day” campaign was launched by the Quebec Produce Marketing Association (QPMA) in 2004. Its purpose is to raise consumer awareness about the importance of eating fruits and vegetables as part of a healthy lifestyle. 

The guide can be downloaded here for free (in French).