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Gill McShane

BY GILL McSHANE

Friday 9th January 2009, 18:00 Hong Kong

Chile unveils biggest-ever stand

The Chilean fresh fruit industry claims to have raised the bar in terms of size, functionality and design with its biggest-ever pavilion at Fruit Logistica 2009

Chile unveils biggest-ever stand

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The final touches are being made to Chile’s exhibition stand for Fruit Logistica 2009, which promises to present a visually striking structure, according to a news release from the organisers.

Built by Chilean affiliate and German-owned company Neobau in conjunction with an oversight committee comprising Chilean food industry leaders and marketing consultants, the modular unit measures 240m2 – 33 per cent bigger than its 180m2 predecessor.

Among the stand’s features are private conference rooms, a food emporium showcasing different types of fresh and processed Chilean produce, touch-screen information kiosks, a 7.5m high video display, and a café-style meeting area.

The bold, fresh design is complemented by high quality graphics of Chilean landscapes and aspects of its food industry reflects two facets of the country today: culture and modernity.

“The stand embodies the message that Chile is a world-class food and beverage supplier with a strong cultural identity and a forward-looking vision,” commented Ronald Bown, the chairman of the Chilean Exporters Association (ASOEX).

“Our former stand was geared only to fresh fruit," Mr Bown explained. "Being Fruit Logistica Official Partner Country 2009, we wanted one that incorporates an area to showcase all our products from fresh fruit to processed foods, and one that is big enough to comfortably accommodate our 100-strong trade delegation and their business partners and contacts. This stand raises the bar for us and does the country and all those involved in the food industry proud.”

Chilean Minister of Agriculture Marigen Hornkohl is heading the Chilean delegation, while trade development agency ProChile and the Chilean Fresh Fruit Association (CFFA), a non-profit organisation formed by ASOEX and growers’ trade federation Fedefruta, are the coordinators.

These food industry bodies, along with representatives of marketing agency Ogilvy and the Chilean Avocado Committee, form the oversight committee which has been reviewing the project’s progress.

The stand, which stylistically is in line with the Chile – All Ways Surprising country image scheme, will be the hub of all Chilean activity and where visitors can conduct business meetings or simply enjoy samples of local produce and chat with the show team.

 

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