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Peru rolls out its ‘Super Foods Peru’ promotional campaign again in Asian markets

Peru rolls out its ‘Super Foods Peru' promotional campaign again in Asian markets
Press release & photos: Mint & Promperú
  • The online trade fair Asia Fruit Logistica ON, at which Peru was featured once again as a Guest Country of Honor, has serviced as a business, promotional and communications platform for fresh Peruvian produce in Asia.
  • Videos on digital channels, actions with influencers and promotional campaigns in restaurants and major retail chains rounded off this ambitious campaign.

Lima, December 2020. Peru has been demonstrating its firm intention to establish itself as a preferential partner in Asia for over a decade. The signing of new protocols and agreements, the work of Peru’s trade offices in Asian markets, and the country’s permanent presence at trade fairs and sector events are bearing fruit. Asia is now the third biggest market for Peruvian agrifood exports.

“Asian countries as a whole are an extremely important destination market for Peruvian foods, which is why we are redoubling our promotional efforts towards both the retail sector and end consumers to generate and increase demand for our products. Meanwhile, from a State perspective we continue to work hand-in-hand with other institutions on the protocols and permits necessary to permit the entry of new fresh produce to the Asian market,” noted Mario Ocharán, Export Director at PROMPERÚ.

To give Asian consumers a much closer insight into what Peru has to offer, several well-known influencers from Singapore, Malaysia and Thailand recently prepared a number of dishes live using the most representative ingredients from Peruvian cuisine as a common denominator. This action, which was posted on the social media profiles of various regional influencers, hopes to achieve thousands of impacts and showcase Peruvian foodstuffs to a younger audience.

In Thailand, the campaign is complemented by the promotion of cranberries, chia, quinoa and table grapes on the e-commerce portal www.freshliving.co.th, as well as through tasting sessions in the supermarket chains of Foodland, Tops, The Mall and Max Value. Meanwhile, over in Singapore, Peru has recently launched its ‘Power Up with Super Foods Peru’ campaign in a number of supermarkets, and will shortly start promoting pisco through a campaign entitled ‘Pisco Nights’.

In the midst of all this promotional campaign, Peru also took part in the biggest fresh food trade fair in Asia: Asia Fruit Logistica, held this year online. And it did so in the best possible way, repeating its status as Guest Country of Honor for the second year running and sponsoring the Asiafruit Congress, held on the day before the fair. This renowned virtual fair kept a special place for a show-cooking session by chef Coco Tomita and bartender Aaron Díaz, the creator of the Carnaval bar that recently came twenty-first on the list of “50 Best Bars”. Both Tomita and Díaz, each in their respective fields, highlighted the culinary use of superfoods from Peru such as asparagus, camu camu and cranberries.

Agrícola Chapi, Agualima, Asglobalfresh, POMICA and Vison’s Peru were the Peruvian companies that took part this year in the Asia Fruit Logistica ON online event under the umbrella of PROMPERÚ. All of them are well-versed in Asian markets as they already export a large proportion of their output to China, Japan, South Korean, Singapore and Taiwan, markets in which they hope to continue increasing their share, as well as targeting other countries such as Malaysia and Indonesia.

“This has been our first time at Asia Fruit Logistica, and we’re very happy with our participation. As a company, we have achieved one the targets we set ourselves this year, which was to penetrate the Asian market, as it represents a great business opportunity due to the tremendous growth potential in the demand for fresh fruit of Peruvian origin, most notably citrus fruits, avocados and grapes. It is worth highlighting that the commercial impact of Peru is particularly positive in China, India and Japan. These markets demand high quality citrus fruits, avocados and grapes at competitive prices,” explained Vanesa Benavides, the Asglobalfresh representative.

 

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Agreement opens opportunities for US fruit in Japan

The US-Japan Trade Agreement (USJTA) came into force on January 1, 2020. Once USJTA is fully implemented, up to 90% of all US food and agricultural products imported into Japan will be duty free or receive preferential tariff access. Japan is a key trading partner for the US. In 2018, the US exported $318 million of fresh fruit to Japan, making Japan the 4th largest overseas market for US fresh fruit. The US was the source of one third of Japan’s fresh fruit imports and the leading supplier of fresh oranges, lemons, grapes and cherries. Japan will apply a seasonal US-specific safeguard for oranges starting at 26,435 tons. The safeguard only applies to products imported between December 1 and March 31. If the safeguard volume is exceeded, tariffs on US orange exports will increase for the remainder of that period. The safeguard tariff is 28% in Years 1-3 and 20% in Years 4-6.  The safeguard will be eliminated in Year 7 (2025).

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New start for Harvest Season and garciaBallester in Asian citrus market

New start for Harvest Season and garciaBallester in Asian citrus market
Credit: Press release

An event held on 12th February in Palma del Río, Córdoba, makes official and consolidates the alliance between Harvest Season and garciaBallester. The two large companies, leaders in the business, are now united in achieving the same goal: to become leaders in the Asian citrus import market. garciaBallester’s own facilities were chosen as the ideal setting to seal the union between the two companies. 

Representatives and senior executives from both companies were present from the beginning, with garciaBallester represented by Jorge García (CEO), Jorge C. García, (management coordinator), Lucas (Asian export manager), Miguel Meliá, (GB Palma del Rio’s packhouse manager) and Stephane (sales director), and Harvest Season represented by Tony Zhang (general manager).

The event started with the reception of both parties in garciaBallester’s facilities, and later on they went out to the fields.  Once in the field, which was also in the middle of the orange season, the union between both companies was formalised. To do this, a customised pickaxe was used as a symbolic element to announce their commitment to a new era in the citrus market in Asia. Later, attendees were treated to a guided tour around garciaBallester’s facilities. 

The highlight of the event was the cutting of the opening ribbon, where Harvest Season and garciaBallester celebrated their new chapter together. They were able to share new ideas and also to answer questions from the invited press. The event demonstrated successfully how to start this new stage for Harvest Season and garciaBallester.

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31% increase in Chilean blueberries shipped to Asia this season

31% increase in Chilean blueberries shipped to Asia this season, credit. Alexandra Sautois, Eurofresh Distribution
© Alexandra Sautois, Eurofresh Distribution

 

Chile has recorded significant growth in its shipments of blueberries to the Far East, this season, with volumes up 31% from the previous campaign, according to data published by Asoex. The Asian market now accounts for 18% of the total export volume. North America has received 48% of the volumes of Chilean blueberries so far this season, 7% down on last season’s volumes. Europe has received 33% of shipments, with a growth of 3%.

Meanwhile, shipments of organic blueberries continue with the upward trend. During week 02, 1,457 tons were exported, accumulating to date 7,589 tons, 37% more than the previous season. North America continues to be the main destination with 73% of shipments, while Europe is second in importance, with 21% participation.

The total cumulative volume of fruit produced had reached 66,742 tons by Week 1 in the present campaign, practically the same level as at the same point in the 2018/19 campaign. However, despite the similarity in volume, harvest dynamics are very different. Early and mid-season varieties began the campaign earlier, which in some cases resulted in lower volumes due to shorter crops and lighter fruits. This has been offset by the increase in the volumes of later varieties from the central zone and the increase in surface area of ​​the southern zone, which explain part of the volume recorded during week 02. If weather conditions remain favourable, the increase in production area and the renewed varieties should yield 5,000 tons more than last season, reaching 115,000 tons projected for this campaign.