The Campaign 2003/2004

     The investments made up to the moment have served to propose, test and perfect a model of competitiveness for Brazilian fruit growing, which is certainly one of the segments with the strongest growth potential on the Brazilian exportation agenda. However, the consolidation of such a process, domestic and foreign, will still demand new strategies.

In order to reach these objectives, the 2003/2003 Campaign was developed for the Horizontal Promotion Project of Brazilian Fruit Abroad, supported by strategic actions of general coverage for aspects where there is synergy and mutual benefit for all the sectors involved; specific actions for each line of fruits and finally, support actions that make access available to a greater number of producers and small fruit agribusinesses. With a permanent and consistent program, it will be possible to support the new agricultural bases, offering qualification, training, systemic access to foreign markets and the adoption of organizational systems that are innovative and efficient.

The success of the generic promotion campaigns for Brazilian fruits is largely related to the use of innovative promotional strategies, based on a complete understanding of the market and on the thorough knowledge of consumer trends.

One of the aims involved in reaching this level of understanding of the factors is the creation of a formal structure, through which there should be a flow of the promotional initiatives of the exporters and producers, on an international scale.

Another important aim of the campaigns is to promote Brazil and thus consolidate its strength not only as a producer of tropical fruits, but of many key fruits in the international mercadology of fruits and also consolidate its capacity to significantly broaden its agricultural frontiers in absolute amounts and comparable to the big international suppliers.

The image of trustworthiness, continuity and great diversity of fruits for the whole world is of equal importance and should not be left aside.
The target of the promotional actions will be both potential clients and buyers as well as the final consumer, thus tightening the relationship with international market agents and providing the consumer with correct information on Brazilian fruit growing and its products.

Future actions presume the development of a strategy of communication and promotional tactics/tools, the increase in participation in the main international events and coordination of visits from important supermarket representatives, representatives of communication media linked to the sector and opinion formers.

The actions also presume activities to monitor and evaluate the promotions and new market analyses, considering the great changes which are occurring in the international commercialization of fruits and the new strategies of the system’s intervening factors.

The sector’s strategies also include the elaboration of a plan of action to access the South Pacific and Middle East markets, as well as research and identification of new promotional tools to support the access to new markets and marketing of new fruits/varieties.

On the other hand, it is important to consider that the project was conceived both for the exporting companies of the fruit sector with a firm position in the target markets (that need to maintain or even increase their market share), and for the companies that are trying to access the foreign market, and also for the companies intending to export, but need qualifications in order to accomplish their internationalization