The Fruit Exporters Association of Chile AG (ASOEX), together with ProChile, is conducting a creative and intense campaign to promote Chilean table grapes in various retail shops in South Korea.
According to Charif Christian Carvajal, the Marketing Director of Asoex for the Asian and European markets, the South Korean market has great relevance for the Chilean fresh grapes sector. "South Korea is the second destination market of our grapes in Asia. Therefore, it is important to strengthen our presence and recognition as a supplier of quality fresh grapes in this market, especially because of the actions taken by other competitors. We are doing this through various campaigns in major Korean retail outlet chains, in order to increase sales and product turnover," said Carvajal.
The Marketing director also stated that, to date, there have been about 570 days of promotions in the stores. "During this export season the goal of our promotion programs has been to inform consumers about the characteristics of our table grapes and their availability in the market. Last week we were in the stores of the Lotte Mart Seoul chain, with great success," he said.
Regarding the actions taken, the professional said: "We have arranged the presence of promoters, exhibitions of Chilean table grapes, and tastings. The promotions will continue in May, and we expect to have a total of 600 days promotion in the Korean market."
According to the representative of ASOEX, Chile exported 50,686 tons of table grapes to Korea during the 2014-2015 season, mainly of the Thompson Seedless variety, with 22,555 tons, the Crimson Seedless variety, 13,738 tons, and the Red Globe variety, 10,970 tons. Chilean table grapes account for 76% of the volume of table grapes that South Korea imports, followed by Peru with 13.5%.
In this regard, Patricio Parraguez, director of ProChile's Office in South Korea, said: "In addition to promoting our table grapes, these actions allowed us to enhance the image of Fruit of Chile and Food From Chile, which allows us to combine their actions and image within this market."
Charif Christian Carvajal added that the Chilean fruit export industry was performing various actions within the Asian market to strengthen the presence and penetration of domestic products. These actions include using social networks, spots in local television, on-linesales platforms, and promotions at point of sale.
