Chilean growers expect to ship more than 100 million cases of fresh fruit to the U.S. this season.

PR effort expanded for Chilean fruit imports

To help move all that product, the Sonoma, Calif.-based Chilean Fresh Fruit Association is beefing up its public relations campaign this year, according to an association news release.

In support of its long-running advertising and retail promotion programs, the association will extend its outreach to consumer food editors and writers via public relations materials.

On Feb. 18, a segment on Chilean winter fruit with the TV personality Mr. Food is expected to reach 10 million consumers, according to the association.

In addition, a segment on the Health & Home Report will run on network, cable and online chan-nels throughout February.

On the foodservice side, in March the association will once again exhibit at the CaterSource conference, which is attended by more than 8,000 caterers. The association also will take food writers, buyers and chefs to fruit-producing areas in Chile.