Brazilian papayas to get boost in three U.S. markets
Brazilian papayas to get boost in three U.S. markets
A major sampling tour will look to boost consumer awareness of papayas from Brazil and fortify three leading North American markets of the fruit.
Initiated by the Brazilian Association of Papaya Exporters, or BRAPEX, the tour will focus on Miami, New York and Chicago, and will consist of 240 sampling demonstrations beginning in September and continuing for a three-month period. The tastings will be accompanied by radio spots in the individual markets that will tout the benefits of Brazilian papayas. "BRAPEX is made up of five different growers, and each one will handle 48 samplings," said Melissa Hartmann de Barros, communications manager for Plantation, FL-based Caliman International, one of the five grower-members of BRAPEX. During the samplings, we will be looking to educate consumers about the nutritional benefits of papayas as well as the benefits of the smaller fruit from Brazil vs. the larger fruit that comes from Mexico and Belize.
Ms. Hartmann de Barros, who was chosen as the BRAPEX representative for North America and who is coordinating the campaign, said that half of the 240 samplings will take place in the Miami area, and the other half will be split between New York and Chicago. These markets were chosen because the effort is designed more to fortify areas that are familiar with the fruit as opposed to breaking into new markets.
The BRAPEX growers have standing relationships with stores in these markets, so sampling in those stores is more easily accomplished, she said.
The timing of the campaign was chosen because September represents a time when there is an abundant supply of sweet fruit available that can withstand the rigors of being shipped via container vessel from Brazil.
According to Ms. Hartmann de Barros, a similar campaign that took place in Europe two years ago was deemed a success by BRAPEX. And earlier this year, four samplings were conducted in Miami in March which were successful enough to launch this much larger effort.
Most U.S. consumers are familiar with larger papayas, such as Maradols from Mexico and Tainungs from Belize, said Ms. Hartmann de Barros. The smaller Sunrise or Golden papayas from Brazil offer the advantages of being sweeter and more convenient. The samplings will take place in produce departments, and consumers will be offered brochures and recipes in addition to the fruit.
BRAPEX, a non-profit organization based in Linhares, Esp?rito Santo, Brazil, was formed in July 2001 with the purpose of increasing papaya production and industrialization, and to improve papaya quality in all processing stages through research, seminars, congresses and studies, focusing on the development of exportations.
Initiated by the Brazilian Association of Papaya Exporters, or BRAPEX, the tour will focus on Miami, New York and Chicago, and will consist of 240 sampling demonstrations beginning in September and continuing for a three-month period. The tastings will be accompanied by radio spots in the individual markets that will tout the benefits of Brazilian papayas. "BRAPEX is made up of five different growers, and each one will handle 48 samplings," said Melissa Hartmann de Barros, communications manager for Plantation, FL-based Caliman International, one of the five grower-members of BRAPEX. During the samplings, we will be looking to educate consumers about the nutritional benefits of papayas as well as the benefits of the smaller fruit from Brazil vs. the larger fruit that comes from Mexico and Belize.
Ms. Hartmann de Barros, who was chosen as the BRAPEX representative for North America and who is coordinating the campaign, said that half of the 240 samplings will take place in the Miami area, and the other half will be split between New York and Chicago. These markets were chosen because the effort is designed more to fortify areas that are familiar with the fruit as opposed to breaking into new markets.
The BRAPEX growers have standing relationships with stores in these markets, so sampling in those stores is more easily accomplished, she said.
The timing of the campaign was chosen because September represents a time when there is an abundant supply of sweet fruit available that can withstand the rigors of being shipped via container vessel from Brazil.
According to Ms. Hartmann de Barros, a similar campaign that took place in Europe two years ago was deemed a success by BRAPEX. And earlier this year, four samplings were conducted in Miami in March which were successful enough to launch this much larger effort.
Most U.S. consumers are familiar with larger papayas, such as Maradols from Mexico and Tainungs from Belize, said Ms. Hartmann de Barros. The smaller Sunrise or Golden papayas from Brazil offer the advantages of being sweeter and more convenient. The samplings will take place in produce departments, and consumers will be offered brochures and recipes in addition to the fruit.
BRAPEX, a non-profit organization based in Linhares, Esp?rito Santo, Brazil, was formed in July 2001 with the purpose of increasing papaya production and industrialization, and to improve papaya quality in all processing stages through research, seminars, congresses and studies, focusing on the development of exportations.
