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Maura Maxwell



New lemon campaign targets consumers

Berlin will serve as the launch pad for All Lemonís online consumer campaign, Think Lemon

New lemon campaign targets consumers

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All Lemon is preparing to launch the first ever consumer campaign at next month’s Fruit Logistica. The online campaign, entitled Think Lemon, is based around a new interactive website with information, recipes and competitions aimed at persuading consumers to incorporate lemons into their daily diets.

Although created and funded by All Lemon, the organisation stresses that Think Lemon is a generic promotion whose objective is to stimulate demand throughout the year.

“This is the first time that the institution is targeting the consumer rather than the trade and as such represents an interesting challenge for us,” said All Lemon’s Martina Delacroix.

Designed to be a one-stop shop relating to all things lemon, the Think Lemon web portal is includes information about the history of lemons, their life cycle, recipe ideas, health and beauty advice and tips for decorating the home with lemons, amongst other things.

“Users can create their own profile allowing them to build up a personal library of their favourite items,” Delacroix said. “They can also take part in competitions and interviews, send us their CV and add their own content to tie site. We hope to become one big community.”

Following its launch in Berlin, Think Lemon will be promoted through a global media campaign encompassing social media. While currently an online initiative, Delacroix said the ultimate goal is to take the campaign offline.

“We see the project as a great step forward for the industry and something that will ultimately spur us into doing a better job for the benefit of all,” she said.

This year marks the fifth birthday of the All Lemon quality seal for Argentine lemon exports. It was set up to raise the quality of Argentine lemon exports through the creation of pre-defined quality standards that all shipments had to comply with, covering juice content, firmness, freshness, shelf-life, traceability, colour and uniformity amongst other criteria. These standards are enforced by audit controls performed by independent advisors on a weekly basis. Only lemons that comply with all the criteria are stamped with the All Lemon quality seal.

The complete interview with All Lemon is available in the February edition of Eurofruit Magazine.





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