With the aim of promoting consumption of Chilean citrus, including its health beneﬁts, the Chilean Citrus Committee of Chile’s Fruit Exporters Association (ASOEX), together with ProChile, has created a promotional campaign for this season for the UK and Japan; two important export marketsfor these colourful, healthy and refreshing Chilean fruits.
Committee manager, Monserrat Valenzuela, explained that the UK campaign started withparticipation with a stand at the recent London Produce Show and Conference, held from 6-8 June, where visitors were able to ﬁnd out more about Chilean citrus.
The stand was oﬃcially opened by Chile’s ambassador to the UK, Rolando Drago Rodriguez, during an event which also featured the presence of the director of ProChile in the UK, Ignacio Fernandez, Monserrat Valenzuela of the Chilean Citrus Committee, and ASOEX’s director of marketing for Europe and Asia, Charif Christian Carvajal.
“The promotions in the UK are aimed at strengthening the presence of Chilean citrus in the market, highlighting its characteristics and availability, as well as enabling visitors to taste our citrus,” said Valenzuela. “The London Produce Show and Conference brings together people from across the supply chain, acting as a forum where you can meet suppliers, buyers, nutritionists, chefs, and other professionals linked with the fruit world.”
Charif Christian Carvajal said: “As part of its participation in the event, the Committee delivered a presentation where its general manager outlined the Chilean citrus industry. Taking part also enabled us to make contact with potential buyers. It’s important to mention that as part of the show, Chile took part in a seminar about the Paciﬁc Alliance where we highlighted Chilean fruit production and exports.”
Carvajal added that as part of the UK promotional campaign, articles will be featured in specialist trade publications for the fresh produce sector. Principally published online, these articles will also be distributed through social media channels. As well as this, Chile has invited a specialist trade journalist to visit the country to learn about the Chile’s citrus sector and export oﬀer.
In terms of the Japanese market, the Chilean Citrus Committee will be organising workshops for importers and the media to learn more about the health beneﬁts, versatility of use for diﬀerent culinary dishes and food safety of Chilean lemons.
These activities will be complimented by ‘cookery shows’, which were highly successful during the previous campaign because participants learn how to prepare diﬀerent dishes which, as well as tasting them, they can share with readers and customers.
Although the US remains the principal destination for Chilean lemons, Japan has become an interesting market for the product due to the high value that Japanese consumers place on Chilean fruit. In fact, during the most recent season, Japan accounted for more than 80% of lemons exported from Chile to Asia.
For this season, the Chilean Citrus Committee forecasts a 17% increase in citrus exports. The increases will be led by mandarins, which will be 32% higher than the season before, followed by oranges and clementines.
In terms of mandarins, the Committee anticipates that exports will reach 100,819 tonnes, up from 76,373 tonnes during the previous season. Orange exports are expected to amount to 84,449 tonnes, equivalent to a 12% increase from the last export campaign’s 75,478 tonnes. In third place, clementines are forecast to record a 27% increase to 51,924 tonnes, from 41,000 tonnes the season before. Finally, lemon exports are set to reach 78,104 tonnes, a 1% increase from the 75,478 tonnes exported during the previous campaign.