Meetings were held in major Indian cities to discuss the potential for South African stone fruits like plums, peaches, and nectarines. The focus was on shipping options (sea and air), expanding the shipping window, and exploring opportunities in the Indian market. Regular newsletters and updates will be sent to stakeholders during the campaign.
Key Points:
- Locations: Delhi, Mumbai, Bangalore, Chennai, Hyderabad, Kochi.
- Fruits Discussed: Plums, peaches, nectarines from South Africa.
- Main Focus: Shipping by sea and air, expanding the shipping window for India.
- Communication: Newsletters and updates will be sent to stakeholders.
Trade merchandising will be carried out in key markets like Delhi and Mumbai, as well as in Tier-I and Tier-II cities such as Bangalore, Hyderabad, Ahmedabad, Pune, and others.
Key Points:
- Main Cities: Delhi & Mumbai (wholesale markets).
- Regional Merchandizing: Tier-I & Tier-II cities like Bangalore, Hyderabad, Ahmedabad, Pune, Mysore, Kochi, Trivandrum, Chennai, Coimbatore, etc.
An in-store promotion campaign will be run across national modern retail chains and greengrocer chains in Delhi NCR and South India, along with a branded packaging campaign on Swiggy Instamart, India’s leading q-commerce platform.
Key Points:
- Retail Chains: National level modern retail and greengrocer chains in Delhi NCR and South India.
- Q-Commerce Promotion: Branded packaging campaign on Swiggy Instamart.
South African apple exports to India have surged by 80% YoY, reaching 2.5 million units, while pear exports declined slightly, with continued demand and key promotional activities across various markets in India.
Key Points:
- Apple Exports Growth: 2.5 million units exported, 80% YoY growth.
- Main Apple Varieties: Royal Gala, Big Bucks, Top Red.
- Pears Decline: Slight decrease in exports compared to last year.
- Demand in India: High preference for South African produce, with ongoing interest from importers.
- Recent Dip: Import demand has decreased due to high recent imports and the start of India’s domestic apple season.
- Key Activities:
- Trade meetings across markets.
- Participation in trade shows: Bakery Biz, World Mithai Congress, Fresh Produce India 2024.
- Berlin Fruit Logistica 2024 coordination with importers.
- Retail promotions with Reliance Retail, Fresh Produce Shoppe, Greens Angadi (Kerala).
- Wholesale branding in Delhi & Mumbai.
- Influencer partnerships and print advertising in top publications.
- Geographical Focus:
- South India: Bangalore, Kochi, Chennai, Madurai, Mangalore, Hyderabad.
- West India: Pune, Ahmedabad, Surat, Jaipur.
- Promotions: Retail partnerships with Reliance Retail, KPN Fresh, STAR Bazaar, and Green Angadi.
- Seasonal Activities:
- Meetings at Asia Fruit Logistica 2024 and Fruit Logistica 2025.
- Culinary workshops with Chef Sabyasachi Gorai.
- Influencer partnerships, recipe competition, and media advertising.
- Consumer events: Gurgaon Moms Showcase, HT Palate Festival.
- Recipe training workshops with home chef Vandana Tomar.
- Consumer giveaways and contests with media houses.
The digital and social media strategy will involve gifting stone fruit baskets to influencers and chefs, along with branded display materials featuring South Africa imagery, such as posters, danglers, shelf wobblers, calendars, shopping bags, and punnets.
Key Points:
- Strategy Focus: Media gifts, influencer outreach on social media.
- Gifts: Curated stone fruit baskets for influencers and chefs.
- Branded Materials: Posters, danglers, shelf wobblers, calendars, shopping bags, punnets with South Africa imagery.
Retailer Collaborations
