Chile: The keys to marketing strategies to boost kiwi consumption

The article outlines a presentation by Ignacio Caballero, the Marketing Director of Frutas de Chile, at the first Kiwi Day, which was attended by over 500 producers and exporters of the fruit. Caballero discussed the increased demand for healthier food options during the Covid-19 pandemic and how kiwis, with their high vitamin content, have benefited. He emphasized the importance of understanding consumer behavior and preferences, especially the significant role social media plays in influencing purchasing decisions, especially among younger generations. Caballero also pointed out the variations in fruit consumption patterns across different regions and highlighted the need for targeted marketing strategies. Frutas de Chile, in partnership with the Kiwi Committee and exporting partners, is investing $390,000 in marketing campaigns in key markets like the US, Brazil, India, and Mexico to boost kiwi consumption. The article underscores the significance of offering high-quality, fresh, and flavorful kiwis to capture and retain consumer interest, noting that a good consumer experience is crucial to maintaining sales.