The international marketing magazine for fresh produce buyers in Europe
Maura Maxwell

BY MAURA MAXWELL

@maurafruitnet

Chilean blues add colour to European menus

Culinary shows in Berlin and Paris part of major promotional campaign in France and Germany

Chilean blues add colour to European menus

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Chilean blueberries featured in special menus created by top chefs in Paris and Berlin last month, as part of a social media campaign aimed at demonstrating different recipe options that the fruit offers to younger generations.

Culinary workshops for lifestyle bloggers and editors presented a series of breakfast, lunch and dessert recipes with blueberries as the main ingredient.

Paris’ famous Le Cordon Blue Institute was the venue for the first event, organised by the Chilean Blueberry Committee, ProChile and Asoex.

The workshop, which took place in mid-January, invited journalists, bloggers, and food influencers to a bakery masterclass from pastry chef Vincent Valton, followed by a talk from a dietitian on the nutritional benefits of blueberries.

A second workshop – in this case aimed at German bloggers and influencers – as held the following week at Berlin’s Einfallsreich venue in an event timed to coincide with the annual food exhibition International Green Week Berlin.

Asoex’s Charif Christian Carvajal said the aim of the workshops was to promote Chilean blueberries as “a versatile ingredient for any meal occasion,” particularly to younger consumers seeking simple, healthy meal options.

Andrés Armstrong, president of the Chilean Blueberry Committee, said the success of the promotional campaigns, combined with the dynamism of the Chilean blueberry industry, had enabled Chile to become the world’s leading exporter country of blueberries.

The Paris workshop forms part of the Chilean blueberries 2017/18 campaign in France, which also features in-store product tastings at major retailers including Monoprix, Intermarché and Carrefour.

Similarly, the cookery show in Berlin forms part of the Chilean blueberry promotional campaign in Germany, also complemented by point-of-sale promotions with major retailers.

 

 

 

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