Chile uses tangy spice to promote citrus in the U.S.

November 05 , 2013

The Chilean Citrus Committee has targeted Hispanic consumers in the U.S. through promotions that include the tangy, Mexican spice Tajín sprinkled on the fruit. Citrus sampling 2 small - Chilean Citrus Committee

The committee has partnered with two major retail chains to undertake 35 demos in stores with strong Hispanic customer bases.

A release said the powder’s blend of chile peppers, salt and dehydrated lime juice had been shown to complement everything from watermelons to mangoes to citrus fruits.

“Tajín was a natural partner for us, since it already has such high brand recognition and usage by Hispanic consumers,” Chilean Fresh Fruit Association managing director Karen Brux said.

“Our retailer partners were enthusiastic about the results which brought dramatic increases in both traffic and sales of citrus from Chile, and gave us an opportunity to support and access the all-important Hispanic audience.

“The U.S. Hispanic market is the fastest growing segment of the U.S. economy, and a vital component of the Chilean Fresh Fruit Association’s North American growth strategy.”

Nielsen Company research shows that U.S. Latino households that earn US$50,000 or more are growing at a faster rate than the national average, with a market whose buying power would make it the world’s 20th largest economy if it were a standalone country.

Last year, Chile exported 100,000 metric tons (MT) of citrus to the U.S., which was double the amount shipped three years ago.

The release said Chilean Navel oranges and mandarins would continue into early November.

www.freshfruitportal.com

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