Karen Brux, the executive director of the Chilean Fresh Fruits Association for North America, said the US retail sector was preparing promotions for the coming months to highlight the healthy qualities of the Chilean fresh fruit for the winter season in the northern hemisphere.
Brux noted that February was the key month for promotions, as volumes will be at their peak. "In December we have small volumes of cherries, blueberries, and grapes. The volumes of blueberries will increase in January. February is the key month for blueberry, peach, and nectarine promotions, as the cherry season draws to a close. We do some grape promotions - our biggest segment - in February, but March and April are definitely more important months for grapes."
Winter holidays in the United States and events, such as the heart health month in February, offer even more promotional opportunities, Brux said. Fruits from Chile sends promotions to its more than 500,000 fans on Facebook and 35,000 followers on Instagram. It also distributes a consumer newsletter to more than 25,000 subscribers. They are also examining various e-commerce options to drive online sales.
Seasonal fruit
According to Brux, cherry shipments to the United States are expected to peak in weeks 51/52. The executive director noted that cherries have great promotional opportunities from November to January.
Chilean blueberries will be available from November to March, she said, and the shipments to the US are expected to peak in weeks 2/3.
Brux said shipments of nectarines and peaches to the United States would peak in weeks 4/5, with some earlier fruit shipped by air. Plums peak in weeks 7/8, the peak of the Chilean stone season.
Chile started exporting its grapes by sea in mid-November, and the country expects to export a similar volume of grapes to the United States as last year. Brux expects grape shipments to the States will peak in weeks 12/13.
Source: mundomaritimo.cl