A Public-private partnership has invested US$1 million in the latest "Fruits from Chile' marketing campaign, which was launched in Santiago last night.

The Chilean Fruit Exporters Association (Asoex) and government agency ProChile have formed the new brand on the basis of three pillars; quality (food safety), origin (climate and geography) and a "Temple of Workers" (dedication, resilience and a passion for trade).

Click here to view the new Chilean brand labels.

The first stage of the "Fruits from Chile" campaign will take place this year in the U.S., Germany and Asia, while it will be seen by the international community at Fruit Logistica in Berlin between Feb. 8-10.

"The creation of sectorial brands allows us to consolidate the positioning of productive sectors with export traditions, which should strengthen their presence in markets with aggressive marketing strategies," said ProChile director Félix De Vicente.

He added that the creating a brand represented a challenge of building consistency between related sectors, the country's image and the Chilean fruit industry.

The launch at the Sheraton Hotel was attended by Asoex president Ronald Bown, Agricultural Minister Luis Mayol, Foreign Affairs Minister Alfredo Moreno and Fedefruta president Antonio Walker.

"It's necessary to disseminate not only the products but also the values associated with those products," said Moreno.

Moreno said consumers worldwide were becoming more demanding, informed and sophisticated, and were not just interested in buying products but an experience.

Mayol added that for the past three decades the country's fruit industry has "opened Chile to the world".

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