The Chilean Blueberry Committee has officially launched its “Small, mighty, and delicious. Blueberries, all the time!”, campaign to raise domestic consumption by educating consumers about the nutritional benefits of the superfood, Fruitnet writes.
Chile is one of the world’s largest exporters of fresh blueberries, shipping more than 90,000 tonnes last season, an increase of 5 per cent on the previous campaign. This has been boosted by the introduction of significant varietal changes and rising international consumption. However, domestically, the committee said there is a lack of information about the attributes of this fruit and an opportunity to develop greater consumption.
The new campaign seeks to reverse this situation, bringing fresh blueberries closer to Chilean families and establishing them as a natural, healthy, accessible snack that is easy to incorporate into daily routines.
Also see: Chile: Restructuring to Compete in a Crowded Market
Andrés Armstrong, executive director of the Chilean Blueberry Committee, commented: “Chilean blueberries are recognised for their contributions to people’s health and nutrition, as well as being a high-quality fruit with firmness and a sweet flavour. This has led to a global trend of increased consumption, and that’s what we want to encourage in Chile as well: greater consumption at home coupled with a better understanding of their health benefits”.
The campaign also seeks to highlight the versatility of fresh blueberries, making them a practical option for school snacks, work breaks, pre- and post-workout meals, and simple preparations with yogurt and salads.
“It’s time for Chileans to learn to enjoy our fresh fruits, like blueberries, especially now that we are in peak season,” Armstrong added.
The promotional campaign includes local activations, media presence, digital initiatives, and educational content to highlight their nutritional benefits and promote healthier eating habits.
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