The Chilean cherry industry has kicked off its latest marketing drive in Brazil. Under the slogan ‘The taste of summer’, the new campaign aims to encourage consumption during the Christmas and New Year holidays and over the entire season by highlight the availability of Chilean cherries.
One of the first actions of the new campaign was a cooking show held in early December at which renowned chef Pat Feldman demonstrated the versatility of Chilean cherries to journalists and food bloggers with the creation of dishes including toasted cherries with rosemary, cherry risotto with brie and a cherry pavlova dessert.
Chile is the world’s leading exporter of fresh cherries and the main supplier to the Brazilian market. In 2017/18 it shipped a total of 186,000 tonnes of the fruit, almost all of which ended up in China.
Brazil is one of the countries being targeted in a drive to diversify its exports, and this is the third year in which the industry has organised a promotional campaign in this market.
The Brazilian campaign will run throughout December and into January 2019 and will include tastings in markets and specialist fruit shops in São Paulo.