Store tastings central to three year campaign Brazilian fruit producers will target the UK from next autumn to give a range of produce a far wider profile. This will include apples, grapes and melons as well as tropical exotics such as mangoes and papaya. The campaign, to run for three years, will initially be targeted towards encouraging multiples to back instore tastings, but there will also be activity on wholesale markets aimed at independent outlets. Funding is coming through the Brazilian Fruit Institute, according to its president Fernando B de Almeida, and is supported by Brazil's ministry of agriculture and its agency for export promotion, Apex. Almeida revealed that an $8m package is being spent annually to both train growers and promote their products on major international markets. The UK, while it is not the largest customer, will receive around $1.5m because the BFI is impressed by its retail marketing skills. There was a taste of things to come last week when the BFI videoed the effects of promotional activity in a Tesco and a Safeway store in London. Almedia said discussions had already begun to combine the efforts of importers and retail customers in preparation for the autumn when melons will be highlighted. These will be followed by grapes, limes, Gala and Fuji apples, and papaya in season. Almedia was confident that the initial response would lead to more than 1,000 store tastings during the year and probably lead to the introduction of new lines such as mixed tropical packs and the long-term adoption of a generic Brazilian brand. He stressed full traceability was already possible. Brazil's last substantial foray into fruit promotion took place 18 years ago but the industry has changed dramatically since then. Producers have been taking control of their own marketing, replacing private exporters and vast new regions, particularly in the north east, have been opened up. Current total fresh fruit exports account for $160m, but Brazilian trade sources believe $1bn can be reached within three years. {{FRESH PRODUCE }}

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