ASIA FRUIT AWARDS: HALL OF FAME
ASIA FRUIT LOGISTICA and Asiafruit Magazine present the Asia Fruit Awards. The premier annual awards celebrate excellence and recognise outstanding achievement across Asia’s fresh produce business.
The winners are announced at Asiafruit Congress and Asiafruit Business Forum.
- MARKETING CAMPAIGN OF THE YEAR: ClemenGold
- IMPORTER OF THE YEAR: GOODFARMER
- PRODUCE RETAILER OF THE YEAR: MAKRO (THAILAND)
- IMPACT AWARD: Nick Kukulan and Paramount Export Company
2022- Marketing Campaign of the Year: ClemenGold
ClemenGold won the Marketing Campaign of the Year Award for its success in building a market for ClemenGold-branded mandarins in China.
Introducing the winner, Asiafruit Magazine editor John Hey said the award recognised ClemenGold’s consistent efforts over a number of years.
ClemenGold debuted in China in 2013 with limited volumes to test the market and its appetite for the brand. Sales increased sixfold between 2019 and 2021, reaching a range of wholesale and retail customers. China now forms a key part of ClemenGold’s sales strategy, and the market interaction with the brand has exceeded the company’s expectations, Hey noted.
ClemenGold is a registered brand for premium quality mandarins, including the Nadorcott variety. The soft citrus variety historically found less favour in China compared with other markets, with an impression among the import trade that traditional, firm mandarin varieties were superior. ClemenGold has developed a strong following in China with its focus on consistent quality and reliability of supply, Hey pointed out. The brand and fruit supply are backed by a robust supply chain owned by ClemenGold’s holding company, ANB Investments, which encompasses companies responsible for variety development and commercialisation, nurseries, orchards and state-of-the-art packhouses.
ClemenGold was also recognised for the success of its marketing model in China. The marketer has selected a group of wholesale and retail partners who have embraced ClemenGold’s branded approach and used their sales and marketing expertise to conduct a series of innovative activities. These range from high-profile branding on the exterior of buses on one of Shanghai’s busiest bus routes to ClemenGold-themed pop-up retail shops and consumer events.
The growing popularity of ClemenGold mandarins in China has also helped pave the way for the launch of LemonGold seedless lemons and the development of sister brands, Sweet C and ClemenOrange.
ClemenGold’s marketing manager Adéle Ackermann said it was an “incredible honour” to receive the Marketing Campaign of the Year Award.
“A special word of thanks to all our importers in China for being part of the ClemenGold family,” said Ackermann. “This award recognises the effort and strategic thinking that’s gone into our campaign messaging and our desire to truly connect with Chinese consumers.”