The Chilean Blueberry Committee is redoubling its efforts to spread the positive nutritional message about the availability of summer-fresh blueberries on the North American market by engaging nutritionist and author Jonny Bowden in a regional promotional effort.
To engage all levels of buyers from importers, wholesalers and retailers to consumers, the campaign focuses on communicating the significant nutritional benefits of fresh blueberries along with their wide availability throughout North America during the winter months.
“We want to provide our partners with the tools and support to engage consumers, from retail displays to television spots to research and recipes that highlight the flavor and nutrition benefits that only fresh blueberries offer,” explained Karen Brux, who joined the Chilean Fresh Fruit Association (CFFA) as its North American managing director at the beginning of January.
“Our campaign will raise the profile of fresh blueberries from Chile, and educate the consumer and foodservice markets about the healthfulness and versatility of the fruit,” Brux added in a press release.
To support its multi-faceted promotional effort, the committee said it has has engaged Bowden – an award-winning nutritionist and author.
Through media interviews and public appearances, in addition to print and electronic materials, Bowden will reinforce the message that these Little Blue Dynamos are a powerful “superfood” loaded with natural anti-inflammatory properties and antioxidants.
As it has in recent years, the committee’s marketing support programme, which is built under the auspices of the CFFA’s generic promotional campaign and supported by ProChile, Chile’s Promotional Bureau, includes a dynamic US public relations campaign aimed at food and lifestyle journalists at newspapers, magazines, television, radio, and popular food websites.
The campaign is designed to reach millions of consumers with healthy and easy-to-prepare winter recipes, distributed nationally all season long and available for download from the Fruits from Chile website.
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