A three-way promotional campaign between Chile, Argentina and Uruguay has been set up to promote blueberries from the southern hemisphere in the UK.
The initiative, under the Blueberries from the South banner, will build on the Chilean Fresh Fruit Association’s (CFFA) Eat the Blues campaign, which is now in its third year.
Blueberries from the South will team up with Seasonal Berries in the UK to promote the fruit and increase its profile throughout the winter months.
Chile, Argentina and Uruguay will jointly fund the initiative.
The three countries make up a key blueberry source for the UK market, with Uruguay producing 1,000 tonnes for export from October, followed by Argentina, with up to 11,000t for export from late November or early December, and then building to Chile in January, when 30,000-32,000t are earmarked for export.
The campaign will be organised by the berry committee of the Chilean exporters’ association Asoex, top berry exporters in Argentina and Upefruy, the union for producers and exporters of fresh fruit in Uruguay.
The activities will have three stages, which kicked off with a spa day and workshop aimed at the 20 editors of key consumer magazines in London on Wednesday. This will be followed by a press trip to South America from November 8
A blueberry-shaped stand at the BBC Good Food Shows in London and Birmingham will help to reach out to consumers, backed by sampling in a Glasgow shopping centre in December.
The Eat the Blues initiative will continue this year, this time under the Blueberries from the South campaign, from the beginning of next year.
It is hoped the campaign will become an annual event.
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