Trial tasting in foyers adds new dimension to marketing Chile goes to the cinema at new season's launch Chilean deciduous fruit is being given a higher consumer profile through promotion in 1,400 cinemas in a six-week burst starting next week. It is the first time cinema has been used for fresh produce, and the pilot will also be used to evaluate the effectiveness of tastings in foyers. Launching the season, Roger Manning, director general of the Chilean Fresh Fruit Association, Europe, told importers: "The timing has been designed to support the peak period for Chile's grapes and stone fruit, and to kickstart our apple window. Instore promotions will be tailored to the on-screen message." Mock posters of well known films promoting the fruits' image will also be available as point of sale material for wholesalers and retailers. Manning has set up a new importers promotional committe to improve co-ordination. Export prospects look good, according to the latest reports from Fedefruta, the Chilean Fruit Producers Association. President Luis Schmidt has predicted a 3% increase in overall volumes. Grape and most stone fruit crops have improved, but plums are still expected to be 16% down, after a 68% rise last year. Cherries and apricots could rise by 49%, and nectarines by 10%. In top fruit, pear volumes are expected to remain at the same level and production of apples is expected to fall slightly in some regions, especially traditional red varieties that are no longer making the necessary returns, said Schmidt. {{FRESH PRODUCE }}

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