The Chilean Citrus Committee partnered with the maker of Tajín seasoning on in-store demonstrations promoting their products in mid-September at two retail chains with Hispanic customer bases.
Anaheim, Calif.-based Northgate Gonzalez Markets, with more than 30 stores in Southern California, was one of the participating retailers. Citrus sales doubled there as a result of the promotion, a committee spokeswoman said.
Tajín seasoning is a blend of chile peppers, salt and dehydrated lime juice. It is made by Zapopan, Mexico-based Empresas Tajín.
“Tajín was a natural partner for us, since it already has such high brand recognition and usage by Hispanic consumers,” Karen Brux, managing director of the San Carlos, Calif.-based Chilean Fresh Fruit Association, said in a news release.
The association is the marketing organization for fresh Chilean fruit in North America.
Sales of Chilean navels and mandarins were expected to continue into early November.
“The U.S. Hispanic market is the fastest growing segment of the U.S. economy and a vital component of the (association’s) North American growth strategy,” Brux said.
According to Nielsen Co. research, U.S. Latino households earning $50,000 or more are growing at a faster rate than total households.
Last year Chile exported more than 100,000 tons of citrus to the U.S., doubling the total of three years before.
The Chilean Citrus Committee expanded its promotional support for the U.S. market this year, introducing point-of-sale materials and orchard videos and developing recipes and retail promotions like the joint demos with Tajín.
Tajín has touted its seasoning as a complement to such produce items as citrus, watermelon and mangos.
Chilean citrus — clementines, navels and mandarins — sells in North America from May through November.