In the recently concluded 2023/24 season,Verfrut cherries achieved considerable success on the international market, thanks to their outstanding quality and innovative marketing strategies. The total export volume of Verfrut cherries for the season reached 2,211,344 boxes (of 5kg each), marking a significant increase of 45.7% compared to the previous season. Verfrut is the fastest growing brand among the top 10 cherry exporters in Chile.
On the retail side, Verfrut has worked closely with major supermarket chains and high quality fruit shops such as Yonghui, Sam's Club, Pagoda and Greenery Fruit to achieve excellent market penetration and consumer satisfaction, becoming a cherry brand that enjoys consumer trust and preference. Looking ahead to the 2024/25 season, with cherry production expected to increase by 60 per cent, Verfrut is poised to become one of the top five exporters of Chilean cherries.
In terms of package design, Verfrut introduced the brand new premium blue label, designed specifically for the larger, premium cherry fruits. The exquisite workmanship, distinctive colour schemes and visual language make it stand out among cherry brands. In addition, the innovative design of the concealable handle increases convenience for both purchase and gift, gaining popularity in several markets.
In appreciation of the support and favour of its Chinese trading partners, Verfrut teamed up with a renowned Shanghai bakery in December 2023 to launch the Verfrut Christmas Limited Edition Macaron gift box. This innovative gift box perfectly integrates the Verfrut brand elements, the aroma, colour and flavour of fresh cherries and the Christmas concept.
Particularly noteworthy is the Santina 'Tipsy Christmas' macaron, characterised by the delicious combination of heart-shaped Santina cherries and the aroma of mulled wine, which leaves a lasting impression. Verfrut's success lies not only in its high-quality products, but also in its keen insight into market trends and deep understanding of consumer demands.
In the 2023/24 season, Verfrut integrated deeply with the local culture and launched a series of innovative marketing activities, such as the 'Cherry Fortune Station for the Year of the Dragon' in cooperation with Flash Fresh of China Eastern Air Logistics. Through engaging shopping experiences with cherry lollipops, fortune cards and lucky draws, Verfrut demonstrated its focus on local consumers.
In addition to offline activities, Verfrut actively conducts online brand promotions to directly reach a wider audience of fruit traders and consumers and provide them with the latest fruit information and brand stories.
Whether it's the Christmas marketing for the 'Verfrut Gift Season', the 'Great Verfrut Event' focusing on cutting-edge technology and constant development, or the seasonal fruit tips of the 'Verfrut Monthly Fruit Calendar', Verfrut has succeeded in establishing emotional connections with the target audience through its distinctive visual and interactive brand approach, laying the foundation for broader online marketing campaigns.
As its brand influence continues to expand, Verfrut has invested heavily in technological innovation and sustainable development. At the beginning of November last year, the largest floating photovoltaic plant in South America was officially opened, marking another milestone in Verfrut's sustainability efforts.
According to Javier Martínez, general manager of Verfrut, "Verfrut is aligned with the United Nations Sustainable Development Goals (SDGs), particularly in promoting clean energy solutions, responsible production and consumption, taking tangible action towards global climate change."
In early 2024, Verfrut signed a share purchase agreement with Unifrutti Investments, a subsidiary of Abu Dhabi Developmental Holding Company, to sell 100 per cent of its shares. As it is now owned by Unifrutti, there may be opportunities and synergies in the future that can help both companies operate better.
In the meantime, Verfrut will continue to operate independently in global markets, maintaining its corporate philosophy and vertically integrated management model adopted since the company's founding in 1996, consistently providing high-quality fresh fruit and offering consumers around the world a double pleasure of health and deliciousness.
Fonte: Produce Report
Immagini: Verfrut
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