Taste of Europe Brazil - Part II

This program concerns a promotion campaign for European fresh pears (Conference) in Brazil. The Conference pear is the most commonly cultivated pear in Europe. 42% of all pears cultivated in Europe are Conference pears and this percentage is growing, as in 2002 it was just 25%. Supply in the Belgian and European market is increasing and, since the Russian market represents a challenge and the Brexit creates additional diffuculties, the aim is to build up a more stable sales market in the strongest South American market, the one of Brazil. This promotional campaign is an understandable continuation of a successful 3-years promotional campaign for Conference pears in Brazil which started in 2017 and ran till end 2019, ‘Taste of Europe Brazil’. Thanks to this campaign, the first steps have been set in the Brazilian pear market. VLAM has as goal to prolong the efforts made on the Brazilian market in order to build this cautious market entry into a permanent export flow.As in the previous campaign, the main goal of this new campaign is tastings at the retail points. Through this, the aim is to put in the spotlight for the consumers the product characteristics and its various possible uses. The scope of this action is to determine extra sales as the consumers get in touch with the product. Furthermore, a strengthened position is needed, by means of repeated presence on the main B2B-events with the campaign’s  message about the high-quality characteristics of products from the European Union and the advantages of the Conference pear in particular.