Strategic promotions for Chilean cherries in Chinese supermarkets, targeting consumption growth

The promotion of cherries was met with great enthusiasm by the customers of the RT-Mart supermarket chain, which is very important throughout China, especially in Shanghai. This promotional launch is very symbolic, as it marks the start of offline promotional activities for cherries, which will be replicated across China, including in other chains.

At the ceremony for the launch, representatives from the Frutas de Chile office in China, Charif Christian Carvajal, marketing director of Frutas de Chile in Asia and Europe, and the general manager of RT-Mart for all of China were present, demonstrating the importance of cherries and fresh Chilean fruit for this retailer.

It is worth noting that, according to the ranking of the top 100 retail chains by the China Association of Chain Stores and Franchises in 2023, RT-Mart ranks third as the most preferred supermarket by Chinese consumers.

“Together with this launch, we are also presenting the mascots created by the Chilean Cherry Committee to bring consumers even closer to this Chilean fruit. These three mascots represent the main varieties of Chilean cherries: Santina, Regina, and Lapins, and they have been very well received by the Chinese population,” explained Carvajal.

Claudia Soler, executive director of the Chilean Cherry Committee, explained that “the promotions and marketing activities in China, our main market, are essential to increasing consumption among those who already consume our cherries, as well as attracting new consumers, especially during this 2024-25 season, in which we have estimated a significant increase in shipment volumes.”

Source: Simfruit
Image: Simfruit

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