The Chilean Fresh Fruit Association Reports Robust Demand Continues for Chilean Navel Oranges
- by Anne Allen
CHILE - Citrus has undoubtedly gotten a bump this season as the Chilean Fresh Fruit Association (CFFA) has set the perfect serve to entice "spikes" in demand. Point CFFA. Chilean Navel oranges in particular are rising in the ranks, with the market demonstrating prime sales momentum as September progresses. As of week 35 of the season, Chile had shipped 70,373 tons of Navel oranges (95 percent of its total orange volume) to North America.
“Millions of Americans are working from home, going to school from home, and cooking more meals than ever at home,” said Karen Brux, Managing Director. “People are looking for nutritious and convenient meal and snack ideas, so we’ve responded with some tips that will hopefully make their days just a little bit easier and healthier.”
As noted in a press release, IRI has reported huge ongoing weekly increases in orange sales in comparison with the same week last year, with many weeks showing phenomenal sales increases of more than fifty percent.
The Chilean Citrus Committee has shifted the bulk of its consumer and retail promotions online, with a strong focus on health benefits and easy usage ideas.
“Now more than ever, consumers are looking for fresh, healthy foods and seeking out fruits that are high in vitamin C. Navel oranges are a natural go-to,” said Juan Enrique Ortúzar, President of the Chilean Citrus Committee, adding that changing consumer preferences have impacted Navel movement this season.
The committee is working with numerous retailers to communicate the health benefits of Navel oranges and how they support a strong immune system. It has also partnered with online grocery services and recipe websites to reach millions of shoppers with easy recipes and ideas for everything from grilling to zesting to juicing.
Chilean orange harvests are nearing completion, with shipments wrapping up over the next few weeks. As mandarin exports ramp up, retailers will be shifting their promotion focus to this category, which is anticipating double-digit growth in 2020. Mandarin promotion programs will run through early November.
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