Chilean Citrus Committee targets Hispanic shoppers with Tajin seasoning partnership
Chilean Citrus Committee targets Hispanic shoppers with Tajin seasoning partnership
Sales of citrus from Chile heated up as a result of joint promotions with Tajín, a tangy, spicy seasoning powder that many Hispanic consumers sprinkle on top of fresh produce. The Chilean Citrus Committee partnered with Tajín on 35 demos in two major retail chains with a strong Hispanic customer base.
Tajín is the market leader in the produce-seasoning category in the U.S. and Mexico. Although it originated in Mexico, Tajín started exporting to the U.S. in the 90s and can now be found in produce departments across North America. The blend of chile peppers, salt and dehydrated lime juice complements everything from watermelon to mangos and citrus, making Chilean citrus the perfect promotion partner.
“Tajín was a natural partner for us, since it already has such high brand recognition and usage by Hispanic consumers,” said Karen Brux, managing director of the Chilean Fresh Fruit Association, the marketing organization for fresh Chilean fruit in North America. “Our retailer partners were enthusiastic about the results, which brought dramatic increases in both traffic and sales of citrus from Chile, and gave us an opportunity to support and access the all-important Hispanic audience.
“The U.S. Hispanic market is the fastest growing segment of the U.S. economy, and a vital component of the Chilean Fresh Fruit Association’s North American growth strategy,” said Brux.
Based on the Nielsen Co.’s research, U.S. Latino households that earn $50,000 or more are growing at a faster rate than total households. And if the Hispanic market in the U.S. were a standalone country, the market buying power would make it one of the top 20 economies in the world.
Last year Chile exported more than 100,000 tons of high-quality citrus to the United States, double the amount of three years ago. The Chilean Citrus Committee expanded on its promotion support for the U.S. market this year, introducing new point-of-sale material and orchard videos, developing new on-trend recipes and launching innovative retail promotions like the joint demos with Tajín. Sales of Chilean Navels and Mandarins will continue into early November.
Chile is one of the world’s largest exporters of fresh fruit, and the Chilean Citrus Committee, with the support of ProChile (Chile’s Promotional Bureau), is committed to ensuring that retailers have the materials and support to drive Chilean citrus sales in North America from May through November, when Chilean clementines, Navels and Mandarins are in the market.
