Asoex travels to Asia to lay groundwork for new fruit campaign

Asoex has travelled to Asia to define strategies ahead of the new export season for cherries and other Chilean fruit.

During the visit, the delegation met with its Asian counterparts to discuss ways to promote cherry consumption in the face of Chile’s rapidly increasing output in markets like China, South Korea and Thailand.

Plans for the new Fruits from Chile marketing strategy were also covered. Asoex president Iván Marambio said the new campaign would be “consistent with previous years, but incorporate new ideas to refresh our brand capital and attract new consumers”.

Asoex also visited the headquarters of JD.com, whose platform has 600m users, and Beijing wholesale market to prepare the ground for the new cherry season, as well as other Chilean fruits.