Chilean Blueberry Committee Launches “Media Blitz” Focused on U.S. Retail

The Chilean Blueberry Committee (CBC) has launched a promotional campaign to support sales and consumption of fresh blueberries from Chile during the winter months in North America.

Timed to coincide with record highs in projected Chilean blueberry volume into North America, the “New Year, New You” campaign, targeted to consumers, focuses on the health benefits of fresh blueberries and how easily they integrate into a healthy diet and lifestyle. The CBC has added new menu creations to their stock of nutritious blueberry recipes, developed literature highlighting pertinent nutrition research and enlisted the help of nationally recognized RD’s to help educate consumers about the health and nutrition benefits of these Little Blue Dynamos.

To spread its health and flavor message, the CBC is providing retailers and foodservice operators with consumer education and sales support materials. While fresh blueberries from Chile are already widely distributed throughout the U.S. and Canada, the CBC seeks to capture consumer awareness in produce departments nationwide with attention-getting product displays, shelf-talkers, price cards and in-store radio commercials. The CBC’s Quick & Easy Blueberry Recipe guide, featuring recipes like Chilean Fresh Blueberry & Orange Yogurt Breakfast Parfait and Chilean Fresh Blueberry Alpine Pancakes, will also be available to consumers in-store and online.

To encourage greater in-store visibility, the CBC is sponsoring retailer contests with prizes awarded for the most effective in-store displays.

“We’re committed to providing support to our retail and foodservice base not only by ensuring a continuous winter-time supply of high-quality, summer-fresh fruit but with creative promotional programs that resonate with consumers and trade alike,” says Tom Tjerandsen, managing director of the Chilean Fresh Fruit Association, with North American headquarters in Sonoma, Calif. “Our central message is to reinforce the consistently high quality of Chilean fruit, and to affirm the passion and pride of the people who produce, pick, pack and ship Chile’s fresh fruit to consumers worldwide.”

For more information about the promotional campaign, and to learn how to participate, visit www.chileanfreshfruit.com.

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