Chile’s blueberry committee rolls out domestic consumption campaign

Chile’s blueberry sector has launched a new domestic promotion designed to encourage more Chileans to eat fresh blueberries year-round. The initiative is titled “Pequeños, poderosos y deliciosos. Arándanos, todo el rato”, which translates into English as “Small, mighty and delicious — blueberries all the time.”

Introduced by the Blueberry Committee of Frutas de Chile, the campaign highlights the fruit’s small size, great taste and nutritional benefits. It aims to shift consumption habits and make blueberries a regular choice for local shoppers, not just an export product.

Organisers said the initiative will include in-store activities, educational materials and collaborations with retail partners to raise awareness about the health benefits of fresh blueberries. The campaign also seeks to support growers by strengthening local demand alongside international markets.

Industry representatives noted that while Chile is a major blueberry exporter, increasing domestic consumption can help balance production and reduce waste during peak supply periods.

The promotion will roll out throughout the year, with events and promotions planned across key retail channels to bring fresh blueberries to more Chilean consumers.

source: frutasdechile.cl

photo: frutasdechile.cl