Beauty Sells in Taiwan!
The market of 22 million was the first country outside of Japan for NABC and USHBC promotions. Our first promotion in 2000 was called the “Blue Gem”.
This ad was placed in the Women’s and fashion magazines. The subtle association of beautiful blueberries was a natural as for centuries, fruits of all kinds including blueberries have been associated with traditional Chinese medicine and skin care.
Blueberry shipments — especially fresh — rose to more than a million lbs in 2012! For a small country this is very-very good!
What goes up — must go down, and last few years the fresh sales have lagged. At the same time, processed blueberry sales including frozen and dried have risen — thanks to the work of USHBC-FoodTech.
Our Mandy Chen in Taipei (Blueberry Mandy) received a call from Wellcome Supermarket — the leading chain in the region. They wanted help to promote fresh California and Oregon Blueberries. In five days, Mandy organized promotions at 17 marquee stores all over the Island and 50 days of sampling and promotions. Here are some of the activities.
What really kicked things into high gear: Advertising and online promotions focusing on blueberries and beauty.
Results: We made a difference! Sales all over Wellcome chain reported big spikes in sales. Blueberry Guy visited Taiwan and saw the action and sales were brisk and spirits high at Wellcome. Sales rose — and that is always expected from promotions. But, what was encouraging was the re-vitalized “beauty positioning” of fresh blueberries in the marketplace. It was the talk of the trade and Wellcome is ready to do more! The fresh sales have also energized the processed area as well!
In short: A quick decision by Blueberry Mandy and an industry investment of $6,700 resulted in a quarter million USD gain in sales.
Congratulations to Blueberry Mandy!