The goal of the "Mejor con Arandanos" promotional campaign, now active for six years in Argentina, has always been to showcase all the health attributes of blueberry and to offer Argentines an excellent, export-quality product so that they repeat purchases and get into the habit of consuming it on a daily basis.
Since its beginnings in the country more than 25 years ago, the blueberries sector in Argentina has targeted 95 percent of fresh blueberries production for export. blueberry is a nontraditional production in that it is not a native fruit of the country, but the plantations grew out of the need to supply the northern hemisphere in the off-season, during the commercial window that runs from August to December.
In recent years, the world environment for blueberries production has changed and new producing countries have entered the market, complicating the Argentine export scenario. Among the measures taken by the sector in the face of this new reality has been the conversion of a large percentage of conventional fruit production to organic - now more than 60 percent of the total - the allocation of a larger volume to the industry, frozen blueberries , the search for niche international markets that appreciate the conditions of flavor, quality and social and sustainable production, and the strong development of the domestic market.
THE BIRTH OF THE "MEJOR CON ARÁNDANOS" CAMPAIGN.
To achieve the latter goal, the Argentine Blueberry Committee (ABC), together with the regional organizations of NOA, NEA and Buenos Aires (blueberry-producing areas blueberries), devised the Mejor con Arándanos (Better with Blueberries) campaign six years ago with the aim of supporting the national market and promoting consumption of the fruit as a healthy, family-friendly option.
"Our goal has always been to showcase all of the health attributes of blueberry and to offer Argentines an excellent, export-quality product so that they repeat purchases and get into the habit of consuming it on a daily basis," says Jorge Pazos, grower, director of ABC and head of the Domestic Market Committee.
"From the verybeginning we have thought of the campaign with a firm commitment to promoting healthy eating, especially by forming a new culture of healthy eating in the younger generation; that is why we include programs in schools, for kindergarten and kindergarten, and our actions are designed to incentivize products with blueberries for afternoon snacks and snacks, for example," he explains.
DOMESTIC CONSUMPTION AT 4.5 MILLION KG
2021 was the fifth consecutive year of this campaign in Argentina. This edition was distinguished by an increase in domestic consumption to more than 4.5 million kilos per year (50% fresh and 50% frozen), compared to an estimated 3 million in 2020. This meant a growth of more than 50% due to the success of the campaign and the great acceptance of the fruit by consumers.
In 2022, the goal is to make healthy consumption and the key role that Argentine fruit plays in the path to healthy eating even more visible. It is important that consumers are aware of the health benefits of this superfruit and appreciate it for that. They should know when the harvest season is to take advantage of the fresh fruit (June to January) and during the rest of the year consume it frozen, which retains the same nutrients. In this way we try to create the habit of consumption and maintain it throughout the year.
THE BENEFITS OF THE BLUEBERRIES
blueberries are known worldwide to contain a large amount of bioactives, making them not only rich but also an ally for health. Several scientific studies associate regular intake of blueberries (100 g daily) with improved body weight control, protection of cognitive function, prevention of urinary tract infections, strengthening of the immune system, and reduction of the risk of cardiovascular and vision diseases and type 2 diabetes.
These small, deep blue berries provide extraordinary nutrients to the diet of the whole family, including vitamins (especially C and B vitamins ), minerals (especially magnesium), fiber and antioxidants. " blueberries are at the top of the list of plant foods that stand out, both in quantity and quality, for their antioxidants," says the nation's Ministry of Health.
Source: Mejor con Arándanos
THE CAMPAIGN ON SOCIAL MEDIA
