In a strategic move to solidify its footprint in Southeast Asia, BLOOM FRESH™ recently partnered with Vanguard International and the SHB Group to host a series of exclusive in-store tasting events across Indonesia. This collaborative initiative was designed to introduce local consumers to the superior flavor profiles of premium licensed table grapes, specifically highlighting the Ivory™ variety arriving from Peru.
Engaging the High-Growth Indonesian Market
Indonesia represents an increasingly vital market for the global fruit industry, with table grape imports currently ranking as the third leading fruit category in the nation. Recognizing this trajectory, BLOOM FRESH™ orchestrated these activations across 11 high-end supermarket chains in Jakarta, including Ranch Market, Farmers Market, AEON, Yogya, and Hypermart.
By bringing the tasting experience directly to the point of sale, the campaign allowed shoppers to experience the distinct “snap” and balanced sweetness that differentiate the company’s licensed varieties from traditional commodity fruit. These events serve a dual purpose: educating the consumer on premium genetics while creating immediate retail momentum for licensed partners.
Spotlight on Ivory™: The Consumer Favorite
The campaign focused on the Ivory™ variety (Sheegene 21), a green seedless grape prized for its uniform appearance, exceptionally crunchy texture, and clean, sweet finish.
“In-store activations are crucial for raising awareness about premium, seedless, sweet, and crunchy varieties, such as Ivory™, which is an excellent choice for Indonesian consumers,” noted Josep Estiarte, CEO of BLOOM FRESH™. “Consumption is expected to increase in the coming years in Indonesia, and providing a delightful experience with these high-quality grapes encourages healthier snacking habits across households.”
A Collaborative Global Supply Chain
This retail activation is a prime example of the BLOOM FRESH™ “open” model in action—where the breeder, producer, and marketer work in tandem to support the global supply chain. By driving consumer demand in Indonesia, the company ensures a robust commercial pipeline for licensed growers in Peru who supply the market during their peak windows.
Yuyuh Sukmana, Regional Manager Southeast Asia for Vanguard International, emphasized the importance of quality standards: “Those activities in-store are a great way to educate our global consumers around the wonderful tasting profile Ivory™ offers. We aim to achieve the highest standards in quality in the production and commercialization of our table grapes from Peru and are proud to supply the Indonesian market with uniform, sweet, crunchy Ivory™.”
Data-Driven Retail Strategy
Beyond immediate sales, these tasting events provide BLOOM FRESH™ with essential feedback on Asian consumer preferences. This “tasting is believing” approach transforms a standard purchase into a brand-specific search, moving the consumer from buying “green grapes” to specifically seeking out BLOOM FRESH™ licensed varieties.
By fostering this direct connection with the end consumer, the company continues to refine its breeding goals—ensuring that future varieties are perfectly adapted to the taste profiles and quality expectations of the world’s most dynamic markets.
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