Chile promotes "Fruits from Chile" its sectorial brand at PMA Fresh Summit 2012

-- The initiative highlights the benefits of the origin and quality of Chilean fruit exported to the U.S. market.

-- Out of more than USD 4 billion that Chile exported in fresh fruit to the world in 2011, the United States accounts for over 40% in FOB value of USD 1,600 million.

ANAHEIM , Calif., Oct. 31, 2012 /PRNewswire/ -- Over 70 Chilean companies, mainly exporters of fresh fruits, participated in the PMA Fresh Summit from October 26th to 28th, 2012 in Anaheim, United States, the largest fruit and vegetables fair of the North American market.

With 232 square meters the Chilean pavilion was present at one of the most important trade fairs, which gathered more than 19,000 participants from all supply chains of fresh produce from nearly 70 countries.

"With this action we begin to close the year on promotional activities for fresh fruit in the main destination of our exports - of over USD 4 billion of exported Chilean fresh fruit to the world in 2011, USA represents more than 40% in FOB value of USD 1,600 million - however, it is both the commercial preamble for the new season 2012-2013, whose expectations are still rising. PMA Fresh Summit has been considered a high-impact action for the purpose of generating other peripheral actions that ensure a better commercial showcase for the sector such as advertising activities, networking with over 300 participants and targeted promotion. Finally, we are pleased that this year we have taken important steps into creating a brand for the sector "Fruits From Chile," a private public work which we have generated for the benefit of the industry," says Francisco Correa, Trade Commissioner of Chile in Los Angeles.

"Fruits from Chile" is the image developed jointly by the Department of Export Promotion (ProChile) and Chilean Exporters Association (ASOEX). The initiative highlights the benefits of the origin, product quality and the character of Chilean workers, key factors that have led to turn Chile into a world leader in the fruit business. This strategy is consistent with the new brand image of the country and in accord with the Chilean fruit industry and its related sectors. Thus, we seek to enhance the penetration and development of the Chilean supply to its main destinations, without losing the individuality of each industry and maintaining Chile as a backup seal and visible support.

In order to achieve these guidelines important stakeholders of the Chilean fruit industry worked closely, including the blueberries, kiwis, cherries, Hass Avocado, Citrus Committees, which were also present at the Chilean pavilion, with individual exhibitions of their products.

Ronald Bown, president of the Chilean Exporters Association (ASOEX), highlights the commitment "to ensure a continuous quality supply and to assure supply for the growing demand for safe and reliable fruit that the market requires. The U.S. market remains the most important region for Chile and our task is to maintain our commitment to the market and take advantage of growing niches that define USA as a country with significant potential projection. The PMA is a special lieu where the main players in the market meet and this time over 75 companies and over 200 Chilean businessmen were present, which makes quite clear the importance of the U.S. market for our country and industry."

According to figures from the Chilean Exporters Association, the export volume to the United States and Canada grew by 0.1% in the 2011-2012 season, compared to the previous one and has remained the largest market for the fruit sector.

Shipments of fresh fruit to the United States between September 1st, 2011 to August 31st, 2012, reached 862,594 tons. Table grapes, apples and avocados were the most exported Chilean species to that market.

Among fruits shipped to the United States, highlight increases in shipments of apples with 34.5%, followed by oranges with a growth of 55.1%, kiwi with 32.1% and clementines which increased by 10.8%.

Chile on the global stage

In the last decade, the Chilean fresh fruit has earned a name as a world class producer and exporter. A result of that, Chile ranks as the largest supplier of fruit products in the Southern Hemisphere.

Chile is the world's largest exporter of blueberries, grapes, plums, dried apples, trout, and Pacific salmon; and as the second largest exporter of avocados, fresh cherries, frozen raspberries, prunes, Atlantic salmon.

The fruit industry ships products to more than 70 markets, most of them in the United States and Europe. Among the most important products are apples and grapes, which accounted for 64% of the fresh fruit exported in 2011.

Chile is surrounded by natural barriers and has virtually all climates, from the desert in the north to the cold south. This facilitates the growth of a wide range of safe and quality products, including grapes, apples, pears, lemons, clementines, oranges, avocados, kiwi, peaches, nectarines, plums and blueberries.

SOURCE ProChile