Additional blueberry promotional money spurs Chilean growth
Additional blueberry promotional money spurs Chilean growth
HOUSTON -- A flourishing Chilean blueberry export trade received an additional shot in the arm last season when grower-exporters volunteered to contribute an additional $100,000 beyond their check-off agreement toward the North American public relations effort by the Chilean Fresh Fruit Association. This helped move a 34 percent increase in Chilean blueberry exports last season.
Tom Tjerandsen, managing director of the association, said that Argentine blueberry exporters have volunteered to throw in an additional $100,000 for this season's North American blueberry promotion. Exporters in Uruguay are trying to make a similar contribution.
In the 2006-07 season, Chile exported 8.64 million cases of blueberries to North America - up from 6.43 million cases the previous year.
The Chilean Fresh Fruit Association executive, who is based in Sonoma, CA, discussed Chile's advances in the last winter season and revealed marketing plans for the coming season at the PMA Fresh Summit, here, Oct. 12. Although the bulk of the 2007-08 winter harvest is weeks away, there was some early discussion of what appears to be a good crop on the way.
Mr. Tjerandsen noted that production by Chile's total fresh fruit exporters for 2006-07 hit 250 million cases for the first time, marking an 8.2 percent increase over the previous year. Total Chilean fruit exports have risen steadily in recent years. In millions of cases, the numbers went from 203 to 224 to 231 between 2003-04 and 2005-06.
As for shipments to North America, the growth has been almost that steady, Mr. Tjerandsen noted during his presentation. The only recent dip in exports to North America came in 2005-06, when volume droppped to 99 million cases from 101 million cases. But that was followed by an 8.9 percent jump to hit a record 110 million cases last season.
Grapes remain Chile's largest-volume commodity exported to North America. Last season volume was 56.6 million boxes.
In terms of box count (not tonnage), blueberries were second, followed by plums, red apples, peaches and nectarines.
Ron Bown, chairman of the board of ASOEX, the Chilean Exporters Association based in Santiago, and Rodrigo Echeverr?a, president of Fedefruta, the Chilean Fruitgrowers Federation of Santiago, were among those attending the presentation.
Mr. Bown said that because it is early, "there is not much to say" about the coming Chilean fruit crop. But early indications are that "the crop looks to have good volume, with an increase over last year in volume." The crop also appears to be on time. It seems to be the dawn of "a normal, regular season. I'm cautiously optimistic."
Mr. Bown's main concern was North American retailers having prices to cover costs, which will be high because of the exchange rate.
Mr. Tjerandsen said that 75 percent of his promotional budget will be spent on television advertising in the United States and Canada. Other promotional activities will involve in-store radio ads and consumer public relations. Retail trade activities will include trade advertising and public relations, expanded point-of-purchase materials, a club-store program, trade visits to Chile and appearances at industry events and conventions.
The association is also involved in foodservice initiatives, an importer communications program and market research.
The 12-month availability of many items exported from Chile has made foodservice a better market. Mr. Tjerandsen said that foodservice operators need to have steady ingredient supplies to have consistent menu items. With the year-round availability of fresh produce, menu planners have more interest in that produce.
Tom Tjerandsen, managing director of the association, said that Argentine blueberry exporters have volunteered to throw in an additional $100,000 for this season's North American blueberry promotion. Exporters in Uruguay are trying to make a similar contribution.
In the 2006-07 season, Chile exported 8.64 million cases of blueberries to North America - up from 6.43 million cases the previous year.
The Chilean Fresh Fruit Association executive, who is based in Sonoma, CA, discussed Chile's advances in the last winter season and revealed marketing plans for the coming season at the PMA Fresh Summit, here, Oct. 12. Although the bulk of the 2007-08 winter harvest is weeks away, there was some early discussion of what appears to be a good crop on the way.
Mr. Tjerandsen noted that production by Chile's total fresh fruit exporters for 2006-07 hit 250 million cases for the first time, marking an 8.2 percent increase over the previous year. Total Chilean fruit exports have risen steadily in recent years. In millions of cases, the numbers went from 203 to 224 to 231 between 2003-04 and 2005-06.
As for shipments to North America, the growth has been almost that steady, Mr. Tjerandsen noted during his presentation. The only recent dip in exports to North America came in 2005-06, when volume droppped to 99 million cases from 101 million cases. But that was followed by an 8.9 percent jump to hit a record 110 million cases last season.
Grapes remain Chile's largest-volume commodity exported to North America. Last season volume was 56.6 million boxes.
In terms of box count (not tonnage), blueberries were second, followed by plums, red apples, peaches and nectarines.
Ron Bown, chairman of the board of ASOEX, the Chilean Exporters Association based in Santiago, and Rodrigo Echeverr?a, president of Fedefruta, the Chilean Fruitgrowers Federation of Santiago, were among those attending the presentation.
Mr. Bown said that because it is early, "there is not much to say" about the coming Chilean fruit crop. But early indications are that "the crop looks to have good volume, with an increase over last year in volume." The crop also appears to be on time. It seems to be the dawn of "a normal, regular season. I'm cautiously optimistic."
Mr. Bown's main concern was North American retailers having prices to cover costs, which will be high because of the exchange rate.
Mr. Tjerandsen said that 75 percent of his promotional budget will be spent on television advertising in the United States and Canada. Other promotional activities will involve in-store radio ads and consumer public relations. Retail trade activities will include trade advertising and public relations, expanded point-of-purchase materials, a club-store program, trade visits to Chile and appearances at industry events and conventions.
The association is also involved in foodservice initiatives, an importer communications program and market research.
The 12-month availability of many items exported from Chile has made foodservice a better market. Mr. Tjerandsen said that foodservice operators need to have steady ingredient supplies to have consistent menu items. With the year-round availability of fresh produce, menu planners have more interest in that produce.
