Chilean fruit industry eyes international growth with new brand

The public-private initiative “Frutas de Chile” will launch in February to promote Chile’s flourishing fruit sector in foreign markets.

Fruit is one of the Chilean economy’s most stable industries: according to the Chilean Economic Development fund, the nation is the most important fruit supplier in the Southern Hemisphere, providing 50 percent of South American fruit exports to Europe, the U.S. and the Far East.
And amidst a difficult global economic climate, the Chilean fruit sector continues to grow, exporting 2.64 million tons in the 2010-2011 season – a 7.2 percent increase on the year before.
Now, a new brand for the sector aims to build on this success by promoting Chilean fruit in the key markets of the U.S., Europe and Asia under the name “Frutas de Chile,” or Fruits of Chile.
The launch of the sector brand will involve a public-private investment of US$1 million and is a joint effort from the Chilean Trade Commission, ProChile, and the Chilean Fruit Exporters Association, ASOEX.
“The creation of sector brands helps us consolidate the positioning of traditional, export-based sectors that need to strengthen their market presence with aggressive marketing campaigns,” said ProChile director Félix de Vicente in Diario Financiero. “It also communicates to the world that Chile offers quality products and services over and above those that are already well-known.”
Frutas de Chile will officially launch on February 8 at the Fruit Logistica 2012 fair in Berlin, one of the industry’s most important events.
This will be followed by an expansive marketing campaign over the course of 2012 and 2013, involving online advertising, promotional articles and coverage in a range of languages. The campaign will focus on three main attributes: the quality of the product, its privileged geographic and climatic origin, and the stability of the industry.
The president of ASOEX, Ronald Bown, told Diario Financiero that “with this new sector brand, Chile wants to exploit the qualities that have made it one of the Southern Hemisphere’s – and the world’s – leading fruit producers. We want to raise our profile among importers, distributors and retail chains.”
Chile is currently the world’s leading exporter of table grapes, plums and blueberries, as well as the world’s second-largest exporter of avocado, third-largest of kiwis and raspberries, fourth-largest of peaches and fifth-largest of apples.