The Santiago-based Chilean Citrus Committee traditionally has helped promote easy-peelers and other Chilean citrus at retail throughout the U.S. This year, the committee plans to expand its marketing program into Canada and will work with a Toronto-based merchandiser to grow the eastern Canadian market, said Karen Brux, managing director of the San Carlos, Calif.-based Chilean Fresh Fruit Association.
The Chilean Citrus Committee launched this season’s marketing program during two May shows — the Canadian Produce Marketing Association convention in Toronto, Ontario, and the West Coast Produce Expo in Palm Springs, Calif.
The committee, which has a strong social media following and a large retail dietitian network, also will engage in an extensive online marketing campaign, she said.
“Chile is the largest exporter of navels and easy-peelers to North America, and we offer a consistently great-tasting piece of fruit to retailers and their customers,” Brux said in a news release.
“We’re thrilled that the Chilean citrus industry is continuing to strengthen its marketing investment so we can get our citrus — whether lemons, easy-peelers or navels — into more shopping carts,” she said.