CHILE’S unmissable mobile information centre recently rolled into French produce market Rungis – the first promotion of its kind by the southern hemisphere’s No.1 fresh fruit exporter.

For two mornings in May, the Chilean Fresh Fruit Association (CFFA) welcomed bleary eyed wholesalers into the brightly liveried truck trailer unit for trade information and coffee and snacks. Later each day the CFFA held special workshops for some of France’s biggest importers to give them an overview of Chile and the commercial opportunities it presents.

France is Chile’s No. 5 European market and the two-day visit marks the start of a ramping-up of promotional activities there.

“We want to raise the profile of the Chilean industry in the French market and we’re delighted with the results of this first step,” commented Ronald Bown, President of the Chilean Exporters Association.

“There’s potential there for our growers and exporters as well as local importers, especially for emerging products like cherries, avocadoes and blueberries which are doing extremely well in nearby UK.”

In the workshops, the importers were given briefings on product tendencies and emerging products, a comprehensive overview of the country and its fruit industry, plus the opportunity to make contacts with potential trade partners.

Furthermore, during the two-day stay around 200 Rungis regulars, mostly wholesalers, gave their contact details to enter a free prize draw.

Around 40% of all Chilean fresh fruit exported to France is distributed through wholesale markets, of which Rungis is the biggest.

In 2006-2007 Chile exported 27,763 tonnes to France, a drop of 23.9 percent on the previous season, although overall exports to Europe grew by 6.6 percent to 716,504 tonnes. Currently, Chile’s main exports to France are apples, kiwis and table grapes.

The CFFA mobile information centre, which was recently enlarged to 90 square metres, has a workshop area, a refreshment- snack area and private meeting facilities. At the end of May the unit will be at the entrance to IFE Poland 2008, being held at the EXPO II exhibition complex in Warsaw.

The beauty of the information centre is its uniqueness and versatility. In the hubbub of produce markets wholesalers and importers can step inside to relax, enjoy a coffee and get all the information they need. The same goes for trade shows, where delegates want an easily recognisable one-stop-shop, a place to make and renew contacts in comfortable surroundings. During 2008-2009 the unit is scheduled to visit Italy, Belgium, Netherlands and Luxembourg.