A South American blueberry consortium has noticed 'immediate increases' in Danish supermarket sales, following a promotional campaign aimed at boosting Southern Hemisphere produce during the European winter.

Blueberries from the South is a group of 31 export companies, producers and unions from Argentina, Uruguay and Chile, whose shipments represent 80% of Southern Hemisphere blueberry exports.

A release from the Chilean Blueberry Committee said the group's strategy was to support and promote distribution in Denmark's three major supermarket chains Føtex, Bilka and Netto, who decided to expand their blueberry supply programs for a complete year.

The point of sale promotional campaign continued through February and included the distribution of brochures to consumers and audiovisual advertising on closed-circuit televisions in stores. The campaigns were mainly targeting housewives and promoted blueberry versatility and nutritional benefits.

The Chilean Blueberry Committee said the first sales figures showed a 20.8% rise on last year in Føtex and Bilka supermarkets between weeks 5 and 7.

Source: Chilean Blueberry Committee/ edited by www.freshfruitportal.com