Brazil unveils melon marketing drive

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Gill McShane


Brazil unveils melon marketing drive

The promotional campaign is set to take place in Poland and Russia, where Brazil says it aims to boost its market presence

Brazil unveils melon marketing drive

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The Brazilian melon industry is to launch a new marketing campaign in Poland and Russia this year in an effort to promote sales and awareness in new and emerging markets, the Brazilian Fruit Institute (Ibraf) has told

The promotional drive, organised by Ibraf in participation with Apex-Brasil (the Brazilian Trade and Investment Promotion Agency), Coex (the Brazilian Melon Exporters’ Association) and local export companies, will take place during September and October.

“From 2-4 October, we will be coordinating tasting opportunities at supermarket stores operated by Tesco and Alma in Krakow, Poland,” Valeska Oliveira, executive manager of Ibraf explained.

“And, prior to World Food Moscow, we are organising a special industry workshop on 22 September to showcase Brazil’s quality melon range among importers, wholesalers, distributors and the press.”

In 2007, Poland ranked the 7th largest importer of Brazilian melons, receiving a total 1,545 tonnes of the fruit, according to Ibraf data, while Russia lies in 16th place, accounting for just 20.4 tonnes last year.

The bulk of Brazil’s melon crop is exported to the Netherlands, the UK and Spain, Ibraf said, which last year received some 73,450 tonnes, 62,676 tonnes and 44,563 tonnes respectively.

Melons represent Brazil’s third-largest fruit export item after apples and bananas.


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