Increase of Exports from CTFA to Central America

GOAL:

To increase the demand of California Peaches, Plums & Nectarines in the Central America market, in order to achieve a considerable growth in comparison with the prior season.

IDEA:

To achieve this, Grupo PM conducted an important promotion campaign, both for the trade and the final consumer, based on the following activities:

Trade:   Seminars Merchandising STRE (Business meeting with the major importers) Contacts with importers, wholesalers, supermarket chains, retailers, etc. Technical material

Consumer:   In-store promotions POS materials Advertising Cooking Seminars COP adverising with USA pears

RESULTS:

As a result from this campaign, there has been a sustained growth of imports of California Peaches, Plums & Nectarines to Central America; which today represents the sixth most important exports market for CTFA.

For the season of 2010, Central America was the fifth market with the highest growth rate, exporting over 4,000 tons of these fruits, with a 35% increase compared to the prior season metrics.