Spring is a transitional period for Chilean fruit as certain seasons are wrapping up, and others are just getting started. But for the Chilean Fresh Fruit Association, the San Carlos, CA-organization that represents the fruit in North America, it’s as busy a time as ever.
Take grapes for example. Karen Brux, managing director of the Chilean Fresh Fruit Association, said at this point in the season the table grape market belongs to Chile, and there will be promotable volumes of grapes through April. More than 26 million cases of Chilean grapes were shipped to the United States through March 17, and there are still more on the way.
“Expect to see heavy arrivals through early April, with volumes then starting to decrease,” Brux said. “In addition to large volumes of varieties like Crimsons, Flames and Thompson Seedless, we’re also seeing increased volumes of proprietary and newer varieties like Timco, Sweet Celebration and Jack’s Salute.”
Grape lovers know that there’s a niche, but a very popular variety of grapes that are available in April and into May is the Muscat grape. The Muscat grape has a floral taste with a high brix level — 20 to 24 vs. 16 to 20 for most grapes.
“The taste is so unique, as is the color, which runs from a rosy pink with a green background to golden-yellow,” Brux said. “Because they are such an attention grabber, and so popular with shoppers, retailers will often place them at the center of a grape display. There are still a lot of consumers who have never tried a Muscat grape, but when they try, they buy. In-store demos or self-sampling stations are key, as is point of sale highlighting their unique flavor.”
While peach and nectarine volumes are tapering off currently, there were still strong volumes of plums shipped in mid-March, resulting in promotable volumes into April.
“I’m a marketer, but I’m also a consumer, and my experience with Chilean plums this year has been fantastic,” Brux said. “They have been incredibly juicy, sweet and flavorful. ‘Juice dripping down your face/need to stand over the kitchen sink’ type of juicy.”
To all those retailers who either don’t sell, or sell but don’t promote Chilean plums, Brux wonders, “what are they waiting for?” claiming retailers that aren’t taking advantage of them are missing the boat.
Another produce item retailers should be paying attention to right now is kiwifruit. Chilean kiwifruit have been in the market for many years but this year, for the first time ever, the Chilean Kiwifruit Committee will be marketing Chilean kiwifruit in the United States.
“Chile will start shipping in April, and our promotions will start in late May,” Brux said. “We will be putting promotions in place with retailers who are committed to promoting the category. Chile grows great kiwifruit, so we’re excited to introduce consumers to the fabulous taste, nutrition and versatility of Chilean kiwifruit.”
The Chilean Fresh Fruit Association employs three merchandisers who work with retailers across the United States and Canada to better promote Chilean fruit throughout the season.
“We offer a range of point of sale cards for all our fruits, but after that, everything is customized,” Brux said. “We design and produce what a retailer needs to drive sales of Chilean fruit — everything from branded sampling stations to infographics for social media. In-store demos and display contests are still popular, but we’re implementing more and more digital coupons and online promotions.”
The association also partners with companies like Tajin to promote different usage ideas, sponsors numerous kids cooking classes and works with supermarket dietitians to promote healthy usage ideas for all Chilean fruits.
“We’re always introducing new, trendy recipes — like the kiwifruit bubble tea — and seasonal ideas, like the grape Easter eggs,” Brux said. “We recently finished a complete redesign of our website, and all of our marketing collateral, recipes and videos are available for download.”
