Chile offers ‘a taste of summer’

With a promotable grape crop, Chilean marketers would like retailers to entice consumers to a “A Taste of Summer. Fresh from Chile.”

Karen Brux, managing director of North America for the San Carlos, Calif.-based Chilean Fresh Fruit Association, said the group is working with retailers on a number of promotional programs to increase Chilean grape sales this winter.

She said the association’s plans include digital ads, kids’ cooking classes, promotions on retail social media channels, tagged digital ads and sales and display contests.

“We’ve also designed new point-of-sale cards to promote green, red and black grapes,” she said.

“We’ll be developing more recipes and ‘Tasty’ style usage videos, as they have been very effective in building consumer awareness of the versatility of grapes and how to incorporate them into all parts of one’s daily diet. We have three merchandisers throughout the U.S. and Canada, and they work with hundreds of retailers on promotions targeted to their shoppers.”

The Giumarra Cos., Los Angeles, has similar plans with retail customers, said Kellee Harris, western region business director.

“To best promote Chilean grapes at retail stores, we recommend attractive pricing and large displays with signage to promote ‘Summer Fruit in Winter’ excitement,” Harris said.

Giumarra also recommends in-store sampling and encourages retailers to consider large “grape-arama” promotions to help educate consumers on the many new varieties and their unique flavor profiles.

Harris said Giumarra annually kicks off the Chilean grape season with its proprietary Mystic Treat red seedless grapes.

“We have grown this offering annually over the past several years,” she said. “This specialty grape is grown for flavor versus size and is packed in a 2-pound clamshell to position its premium status.”

She said Giumarra often uses the association’s “Summer Fruit In Winter” tagline for consumers.

Brux said the associaton encourages retailers to use the theme for all Chilean winter fruit.

“Retailers have a wonderful opportunity to invite their shoppers to enjoy all their favorite summer fruits, courtesy of Chile.”

John Pandol, director of special projects for Delano, Calif.-based Pandol Bros. Inc., said while Chile has a strong product, he often sees retailers promote product from several South American countries together.

“The trade increasingly speaks of ‘Southern Hemisphere’ grapes as opposed to Chilean,” he said, “and there are good players in both.”