Chilean Citrus Committee Driving Sales Through Digital Retail and Consumer Promotions
- by Chandler James
CHILE - You simply can’t have summer without citrus—it’s impossible! And here to agree with me—and the industry at large—is the Chilean Citrus Committee, which is projecting an epic supply of lemons for the United States market. With 23,148 tons already shipped, steady and promotable volumes will be available for retailers through September.
“One lemon provides almost half of the recommended daily vitamin C intake, so they’re the perfect go-to for a quick energy recharge," explained Karen Brux, Managing Director of the Chilean Fresh Fruit Association. "Whether you’re adding some slices to your water, squeezing juice into your salad dressing, or zesting on top of your favorite pasta, lemons can amp up the flavor and nutrition of just about anything. Summertime means summer barbecues, and lemons are a perfect fruit for grilling!”
U.S. retail sales of lemons have been swift, the committee was quick to point out in its release. Looking at sales data from the beginning of April through the week ending July 5, weekly retail sales of lemons have increased anywhere from 19-49 percent compared with the same week in 2019.
“Following a long period of drought, Chile has finally received some healthy amounts of rain, and more rainfall is in the forecast,” remarked Juan Enrique Ortúzar, President of the Chilean Citrus Committee, who explained that weather conditions have been favorable for lemons and the Chilean citrus industry overall. “While this has created some temporary delays in the harvest, it has also helped the fruit to grow and reach full size, so our lemons are looking beautiful. The rainfall will also benefit future citrus crops.”
In order to drive shopper demand for these Chilean lemons, the Chilean Citrus Committee has also developed a video full of new ways for consumers to love lemons, which you can see below.
The Citrus Committee is partnering with retailers on numerous digital programs for lemons, including digital coupons and web banners to supermarket dietitian segments communicating family-friendly usage ideas. Geotargeted ads will also be running to support sales in select markets.
So, retailers, put a little zest in your step and get ready for those lemon promotions!