Growing and shipping 1,3 million boxes of cherries in some 300 containers from Chile to China may sound likes the easy part. Building a brand, marketing and selling it to consumers in China is where the trick lies for Greenvic and their partner Agrovision. Through the Viconto label they market and sell Chilean cherries with a Chinese retail store partner, with huge branding on buildings and inside entire train carriages in the Chinese city of Changsha.
“For Greenvic China is a strategic market and that is the reason that from this season we set a marketing office together with Agrovision. Regarding cherries, we are planning to export 1,3 million boxes of cherries and to China we will send around 300 containers. Our fruit is packed in our premium label Viconto, which is recognized for quality and consistency in the market,” states Daniel Portaluppi, Commercial manager of Greenvic S.A.
He says they are in the last weeks of packing cherries. “We will probably be down as industry by 25% compared to the initial projection released by the ASOEX in October 2023 with the 105 million boxes forecasted. Until now, we have seen a good demand in all the sales channels in China due to the shortage of fruit in the market and with stable prices and differences depending on the labels and quality,” says Portaluppi.
Marketing in China is key
Changsha, with a population of 10 million people, is the capital of central China’s Hunan province. “Every season we do marketing campaigns in all the sales channels in China in order to promote and advertise our cherries and our Viconto label among all the consumers. This season, together with our strategic partner Greenery fruit, we made different promotional activities in their stores, shopping centers and different metro stations and trains in the city of Changsha, China. We have a strong presence with different retailers and fruit shops in different provinces in China. During these years we have developed a strategic partnership with Greenery fruit where they sell all our products in their stores in Changsha.”
China market activity response
Portaluppi comments that: “All the activities that we have carried out have had good responses of our customers and final consumers, helping us to keep building our brand recognition in the market and promoting our cherries, especially before the Chinese New Year holidays.”
Greenvic grows and exports different fruit
The company with headquarters in Santiago, Chile has three facilities strategically located in the country where different types of fruit is being processed, selected and packed. They also have another facility in Ica, Perú, where they grow and pack organic grapes mainly for the USA.
“Greenvic is one of the most relevant fresh fruits exporters from Chile, with nearly 400 people and one of the most diversified portfolios in the region, allowing us to take advantage of the Southern Hemisphere window during the counter season. Our current portfolio includes cherries, blueberries, nectarines, plums, grapes and apples among others. We have a special focus on sustainability for the business and for the people, which allows us to build strong relationships with our growers, workers, communities and customers in five continents,” concludes Portaluppi.
For more information:
Daniel Portaluppi
Comercial Greenvic S.A.
Tel: +56 2 2707 4236
Email: [email protected]
www.greenvic.cl