News and insight for North America's fresh produce buyers
Matthew Jones

BY MATTHEW JONES

@mattfruitnet

Friday 2nd July 2021, 00:50 Central Time

NWCG launches Indian campaign

Pacific Northwest cherries to be sold via retail stores and e-commerce platforms over July and August

NWCG launches Indian campaign

(l-r): Ron Verdonk and Sumit Saran at this week's launch event

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Northwest Cherry Growers (NWCG) has high hopes for its first generic promotion campaign in India.

A launch event for the campaign was held at Foodhall’s Chanakyapuri store in New Delhi this week.

The retailer set up a vibrant display of cherries grown in the US Pacific Northwest, with NWCG encouraged by a positive consumer response.

“We foresee immense potential for Northwest cherries in India,” said Sumit Saran, NWCG’s in-country marketing representative for India.

“We have chalked out an extensive retail and communication strategy to take this delicious fruit to discerning Indian consumers across the country. These cherries will be available with both retail fruit sellers and e-commerce platforms.”

Pacific Northwest cherries will be in the Indian market over July and August, complementing the Indian cherry season.

Speaking at the launch event, Ron Verdonk, agricultural minister at the US Embassy in New Dehi, highlighted the premium quality of the offering.

“The US is one of world’s largest producers and exporters of sweet cherries,” Verdonk explained. “These cherries from the US Pacific Northwest are grown in the states of Washington, Oregon Idaho, Utah and Montana, and consumers worldwide relish their sweet flavour, bigger size and superior quality.

“I am delighted to see them here in India. Food is a very important part of India-US trade, and I am glad that cherries from our Pacific Northwest are now added to the basket.”

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