California pomegranates are a specialty fruit that have delighted the palates of Colombian consumers. In coordination with the California Pomegranate Council, an industry training program was implemented with the objective of opening new business opportunities with importers, distributors, and retailers in Colombia through training on the handling of pomegranates.
FENALCO is a trade association that represents all Colombian merchants and businessmen and is specialized in sectors, in line with economic, technological and market trends.
Through Fenalco, the California Pomegranate Council had a communication campaign around the Gondola Event, which is the most important academic event in Colombian supermarkets reaching over 1,200 industry key contacts. The campaign consisted of publication in the official magazine of the event, presence of the council during the event on screens, mentions and banners that dressed the event.
Finally, Fenalco was the call channel for the training Webinar aimed at trade through a massive mailing.
Pomegranate arils are used in Mexican dishes during the months of August and September. However, the objective of this program consisted in extending the season during more months of the year, reaching until December or January. The recipes that were developed included ideas for snacks, health menus and beverages.
Media contacts received positively the material and additional to achieving an equivalent cost of 20 to 1 mentions and insertions, the pomegranates were part of the season and participated in one of the magazines with the largest circulation in December, Kena Christmas edition.
The strategy was developed at the restaurants Teodora, Lucca, Bistro Q and Chino Latino, in which eight dishes were created including beverages, entrees, main courses and desserts. Pomegranates from the west of United States and yellow onions were included as star ingredients.
The objective was to establish a relationship between the gastronomic uses and diffusion to consumers. Visual aids, tent cards and press announcements helped the promotion creating excellent feedback from consumers and restaurant managers.