Chilean kiwifruit promotions set to start
The Chilean kiwifruit season has begun, and promotions will kick off in mid-June and continue through August.
While the Chilean Kiwifruit Committee is projecting an overall decrease in volume of 14% compared with last season, fruit quality is expected to be superior, according to a news release.
“Fruit this year is between one and one-and-a-half sizes larger, and dry matter (which plays a key role in the consumer’s eating experience) is greater than previous seasons,” Carlos Cruzat, president of the committee, said in the release.
A warm summer and sufficient water have allowed Chilean fruit to thrive, he said in the release.
Chile shipped 134,992 tons of kiwifruit across the globe in 2022, with the U.S., Netherlands and Brazil as its top three markets, the committee said in the release. India has also grown substantially over the past few years, becoming the fourth-largest market for the Chilean kiwifruit industry in 2022.
For 2023, Chile expects to export a total of 116,093 tons. The U.S. received 20,221 tons in 2022, with similar volumes projected this season. However, the release said increases are on the horizon.
With new orchards coming into production over the next few years, Chile anticipates volume to grow by more than 80% by 2030, the release said.
There are great opportunities to promote Chilean kiwifruit in 2023, Karen Brux, managing director the Chilean Fresh Fruit Association, said in a news release.
“Retailers understand the potential of the kiwifruit category and want to partner with us to grow their kiwifruit sales," Brux said. "There’s such a great story to tell about kiwifruit. It has a phenomenal nutrition profile, a unique tangy flavor and is incredibly versatile. We’re looking forward to spreading the news about this amazing fruit.”
The association’s merchandisers are lining up everything from digital coupon and instant savings programs to online ad campaigns, the release said. The committee is promoting heavily on the Fruits from Chile social media platforms, including a new TikTok channel, and sharing content with retailers to incorporate into their social media programs.
