As part of the trade mission of the western United States, four produce exporters from New Mexico, Montana and Colorado participated in the trip to visit customs agents, the frontier’s inspection zone and the bonded warehouses to understand all the requirements and steps to follow when successfully exporting to the Mexican market.
After the visit, direct imports in the region with supermarkets increased by 50% including of yellow onions, pumpkin and pinto beans.
The Idaho Potato Commission elaborated a market research in frontier states with the United States in order to explore the positioning of Idaho as the main origin of potatoes and the use of Russet potatoes in comparison with other varieties.
The conclusion showed that there exists a big opportunity to communicate the presence of different varieties of potatoes other than the white potato, especially in the eastern region of Mexico; as well as communicating the high-quality standard of Idaho as an origin which is recognized in the United States.
A two-week promotion was undertaken in stores of Gigante in Reynosa and Matamoros. The program included a massive exhibition of potatoes in the produce department where a free potato and educational materials were given away to each client who visited the store. Sales increased to double digits.
In coordination with the store supervisor and the department of marketing of the supermarket chain HEB, it was possible to introduce an exhibition during the Chilean festival.
With this event, Chile reaffirmed as a reliable supplier of summer fruits.
With the motive of the World Cup of Soccer in Germany 2006, Costco’s magazine Contacto published an announcement, showing the two varieties of Zespri kiwifruits as fans in the stadium.
The announcement invited the reader to contact Zespri to receive a special spoon (spifes) to eat their kiwifruits.
The campaign was one of the most successful for the magazine in terms of direct marketing as in total more than 6,000 spifes were sent to the whole Republic.
A national contest in 2006 with Chilean peaches, plums and nectarines in Soriana supermarkets with ASOEX transformed the life of a loyal customer.
The contest, sponsored by LanChile, consisted in sending a recipe with the fruits, a reason to travel to Chile and a purchase ticket. This contest granted the winner, María Eugenia, a 2 weeks holiday in Chile, who moved after falling in love with the country.
Sales during the promotion increased by 65% compared to the previous year.
Due to the great influence that trainers have and knowing one of the main targets of Zespri, an alliance was created between Les Mills, an specialized company in exercise routines and conditioning and Zespri kiwifruit to train the coaches about the nutritional benefits of consuming Zespri kiwifruit and its importance of making it part of a healthy lifestyle.
More than 1,000 instructors, gym owners and nutritionists from all the country participated and became the official spokesmen of Zespri. In addition, the trainer with the highest “Zespri passion” travelled to the Les Mills corporation located in Auckland, New Zealand.
The two companies had already worked together and, due to the previous success, this activity was planned and targeted to the smallest members of the family.
The cooking workshop was conducted in a high-profile department store, where the T-fal chef prepared recipes with the two different varieties of Zespri kiwifruit.
Thanks to the activity, Zespri Green and Sungold’s brand awareness increased.
During the month of May 2004, reporters and representatives from more than 20 countries travelled to Tauranga, New Zealand to be part of an important celebration: the arrival of kiwifruit (which was known as Chinese gooseberry) to the country.
Media contacts from Asia, Europe and America participated in the program. From Mexico, writers from the newspaper Reforma, Editorial Televisa and Delicias de la Cocina participated as part of the strategic markets program of the Zespri kiwifruits. There was a global coordination with the different media, a tour in Auckland, a trip to the cultivation areas in Tauranga in New Zealand and to a Maori community; and a gala event chaired by Hellen Clark, Prime Minister of New Zealand.
The main objective was to show a sneak peek of what New Zealand has to offer to Mexico, and the evolution of that have these kiwifruits since the moment they are grown until they reach the consumer’s table.
The two things that stood out the most among all the participants were the warmth of the country and the passion for the fruit. What impressed all the attendees was the quality on which the kiwifruit is grown and how the country has focused on becoming the kiwifruit in its national fruit.
After this visit, Zespri’s program
in Mexico registered a 20% annual increase and the country became part of the
20 principal markets for this delicious fruit.
The interview served as a starting point for Chilean exporters who were interested in learning more regarding the retail industry in Mexico.
Thanks to the support of the ASOEX (Exporters Association of Chilean Fruits) one year later, the biggest exporters group of fresh fruit traveled to Mexico and 2004 became the year where more Chilean fruit was exported to the Mexican market.
Through the company Gallup, a market research was undertaken to evaluate the purchasing patterns of the Mexican consumer and with the results Imalinx developed a summarized version published in the magazine Hábitos. Also presenting the highlights of Chilean Fruits characteristics.
The first edition was sent to the importer’s committee and the second edition had a total reach of more than 1,000 buyers and decision-makers in Mexico through ANTAD (National Association of Supermarkets and Department Stores)