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Chilean Citrus Committee launches social media promotions

In celebration of Chile’s largest cumulative citrus export crop to date of lemons, navels and mandarins, the Chilean Citrus Committee has launched four months of social media promotions, running from July through the end of October. The program will consist of three month-long Facebook promotions in July, August and September, as well as an ongoing Integra promotion extending from July through October.A-Day-in-the-Life-of-a-Lemon

According to Karen Brux, managing director of the Chilean Fresh Fruit Association, there are different peak times for Chile’s citrus categories, so each month will focus on a different fruit. Lemons will take center stage in July.

“A Day in the Life of a Lemon” began running on the FruitsfromChile Facebook page July 6 and will include four weekly drawings. Each week, participants will be invited to share recipes, photos or usage ideas connected to a different eating occasion. The first week started with breakfast, and consecutive weeks were to feature lunch, dinner and dessert.

The citrus committee will have weekly drawings for a $100 gift card, along with a cooking utensil or appliance connected to the week’s theme.

In August, the focus will shift to navels. The third and final Facebook promotion in September will highlight mandarins, Chile’s largest and fastest-growing citrus category. Meanwhile, an Instagram promotion will encourage consumers to share their favorite lemon, navel orange or easy peeler photo, with weekly gift card drawings through October.

The 2017 Chilean citrus season kicked off with the first clementine shipments in Week 15, and continued with lemons and navels. The season’s first shipment of mandarins set sail from the port of Valparaiso in Week 25. Mandarin export volume is projected to total around 67,000 tons, up 26 percent from 2016. The growth is largely due to an increase in the cultivated acreage of mandarins and the ensuing entry into production of new orchards.

Apart from engaging in social media promotions, the Chilean Citrus Committee is also partnering with numerous national and regional retail chains throughout the United States and Canada to promote lemons, navels and easy peelers. Promotion support is available through October.