In 2013, the Chilean Citrus Committee will focus on motivating retailers to build big, eye-catching Chilean citrus displays, said Karen Brux, North American managing director of the Chilean Fresh Fruit Association, Sonoma, Calif.
“We’re hoping to increase the flow of information to retailers through ongoing product and promotion updates, giving them the information they need to make the best decisions on product promotion,” Brux said.
Summer sales vitality
While on one hand the committee understands the popularity of domestic summer fruit, research has shown that consumers want to eat citrus on a year-round basis, she said.
With that in mind, the committee is developing retail collateral and promotions that will enable retailers to keep building on the citrus sales momentum gained during the winter months.
“Chilean citrus can add some new energy to produce departments that tend to be dominated by stone fruit during the summer,” Brux said.
Clementines will be a major focus of that campaign.
“We believe there are great opportunities to promote Chilean clementines and mandarins as the perfect summer snack,” Brux said.
“With the active summer months approaching, families are looking for healthy, on-the-go snacks to take to the park, baseball game or pool. Chile’s easy-peelers make snacking refreshing, healthy and convenient.”
Snacks, school lunches
The committee is encouraging retailers to line up clementine ads and promotions for early summer. Clementines can still be promoted later in the summer when navels are added to the mix.
And as summer winds down, the committee will push retailers to promote easy-peelers as an easy, nutritious, delicious back-to-school option.
“Kids love the ‘easy-peel’ message, so retailers should appeal to them at the point of sale,” Brux said.