SONOMA, CA — The harvest, export and promotion of Chilean blueberries is beginning to heat up as summer approaches south of the Equator.
Export of Chile’s “Little Blue Dynamos*” to U.S. and Canadian markets this year is supported by an aggressive multi-tiered promotion campaign aimed at getting the berries into more stores, restaurants and consumer kitchens during the North American winter. With a growing season opposite that of the U.S., Chilean blueberries don’t compete with their northern counterparts, but help build a stronger year-round market for both American and Chilean blueberry farmers.
“Fresh blueberries are the most antioxidant-rich fruit grown on earth. Their nutritional properties and contribution to a healthful lifestyle are unparalleled. We are committed to an aggressive awareness campaign to bring the virtues of these little blue dynamos to the attention of consumers throughout the U.S. and Canada, peaking at the time of year when most of us make a commitment to more healthful eating,” said Tom Tjerandsen, Managing Director of the Chilean Fresh Fruit Association. “To help reach consumers we’re planning outreach through our network of retailers, foodservice operators, and consumer media.”
The CBC’s North American promotion campaign will ramp up in November, culminating with a major push during the holiday season at the end of December and beginning of January. American and Canadian consumers will be educated about the nutritional virtues of blueberries and the availability of this traditional “summer” fruit during the North American winter. Extensive trade, foodservice and consumer print, digital, and broadcast media publicity will be championed by leading nutritionists, wellness, and weight loss experts while promotional and collateral support at the retail and foodservice level will be in place to attract consumers’ attention and generate record volume in 2011-12.
The U.S. – the largest importer of Chilean blueberries – is forecast to import 65,500 tons of fresh blueberries in the new season. The CBC projects a total 78,000 tons of blueberries for export from Chile this year, compared to last year’s total of 69,660 tons, — an increase of 12%.
The latest crop report shows the harvest beginning to progress as spring tilts toward summer in the Southern Hemisphere. Cool weather conditions had early-season export numbers behind projections, but all signs now point to a robust harvest and export market, as the season ramps up. Peak production and export of Chilean blueberries takes place in December, January and February.
Chile has become the leading foreign supplier of blueberries to increase shipments to North America, and all indications are that it will continue to grow its export market. In 2003, Chile cultivated about 5,200 acres of blueberries; it now has more than 32,000 acres. About half of that acreage is either not yet in full production or has not yet reached maturity, indicating larger crops in future years even without expanding acreage.
The Chilean Blueberry Committee, an organization linked to the Chilean Fresh Fruit Exporters Association, aims to increase the long-term competitiveness of the Chilean fresh blueberry industry and to develop multiple international markets for fresh blueberries from Chile. Chile is currently the second largest producer of cultivated blueberries on a global scale and also the leading grower in the Southern Hemisphere. More information about Chilean blueberries is available at www.chileanblueberrycommittee.com (click on the British Flag at the bottom for English).
Source: The Chilean Blueberry Committee