For fresh fruit and vegetable marketing and distribution in Asia
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

CBC unveils big screen promotion in China

Cinema campaign served to highlight the versatility of fresh blueberries as a snack

CBC unveils big screen promotion in China

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The Chilean Blueberry Committee held a promotional event at a Shanghai cinema last week as part of its 2018/19 marketing campaign.

The committee handed traditional striped boxes filled with fresh blueberries instead of the popcorn to viewers during the screening of the film Young Female Warrior.

The feature presentation was preceded by a short film entitled ‘Blue Pop’ highlighting availability and benefits of Chilean blueberries.

The launch also included a presentation by Juan José Vidal Wood, head of ProChile China, and Charif Christian Carvajal, marketing director of Asoex.

Chile exported a record 145,000 tonnes of fresh blueberries valued at US$548m during the 2017/18 season. Of this, 9,700 tonnes were shipped to China both by air and by sea.

By the second week of January, Chile had exported 66,302 tonnes of blueberries, an increase of 6 per cent on last season.

“Chile produces and exports more blueberries than any other country in the Southern Hemisphere,” said Vidal.

“Our producers are world class, use advanced cultivation techniques, hi-tec grading and packaging facilities and cutting edge shipping methods.

“This means that we can deliver fruit all over the world in a state of perfect freshness and just in time for the period of peak demand leading up to Chinese New Year.”

The cinema promotion served to highlight the versatility of fresh blueberries as a snack.

“Chilean blueberries are an excellent choice as snacks anytime and anywhere,” said Carvajal. “They are sold in various types of packaging and can be carried in a gym bag, of left in a drawer in the office desk.”

Fresh Chilean blueberries are available in China from November to March, while frozen berries are available year-round.


 

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