Protect and promote: Peru launches immunity initiative in Singapore as it looks to grow superfoods export by 25%

10-Nov-2020 - Last updated on 10-Nov-2020 at 02:02 GMT

In the first half of this year, cranberries, pomegranates, asparagus, quinoa, chia seeds, chestnuts, artichokes and jalapeño peppers were the main Peruvian exports to Singapore ©Getty Images

Related tags Peru Singapore superfood Immunity

Peru is hoping to boost sales of its ‘immunity-boosting’ superfoods in Singapore after launching a promotional drive, spearheaded by Promperú, the tourism board for Peru under the Ministry of Foreign Trade and Tourism.

Promperú has collaborated with two retailers, Nature’s Superfoods and Zenxin Organic Food to launch an immunity pack comprising superfoods such as quinoa, chia seeds, cacao nibs, fresh turmeric, and cocoa powder.

Erick Aponte, trade commissioner for Promperú in South East Asia told FoodNavigator-Asia: “The idea behind the promotion was to inspire shoppers to enhance their immunity, which is particularly important during this time, with highly-versatile Peruvian superfoods that can be added easily to their everyday meals.

“One of the unique characteristics of our offer is you can mix and match our products to target your benefits.”

Superfood Singapore

Aponte said the consumption of superfoods in Singapore is growing as seen by an increase in the number of healthy, natural and organic products in the country.

In the first half of this year, cranberries, pomegranates, asparagus, quinoa, chia seeds, chestnuts, artichokes and jalapeño peppers were the main Peruvian exports to Singapore.

Last year, main Peruvian produce exported to Singapore included grapes (US$109 million), blueberries (US$1.2 million), pomegranate (US$448,000), asparagus (US$483,000), quinoa (US$369,000), tara powder (US$207,000) and figs (US$38,000).

“While we certainly have more products that can add to this diversity, we would like to see higher volumes of our fresh products enter the market,” Aponte said.

Some examples of this are avocados, citrus, table grapes, mango and blueberries, which are available in higher volumes than currently exported.

Export country

Peru is one of top 10 fruit and vegetable exporters globally, especially in asparagus, quinoa, maca, blueberries, avocados, mandarins, and table grapes.

Asia currently accounts for 9% of Peruvian agri-food exports worldwide, with China making up 30% of exports, followed by Hong Kong (20%), South Korea (14%), Japan (12%) and Indonesia (8%).

Singapore only accounts for 1% of Peruvian agri-food exports. Peru and Singapore have a free trade agreement in place over the past 10 years, which has boosted agri-food exports to Singapore at 23% annual growth.

Aponte said: “We are only beginning to find our footing in Singapore and Southeast Asia. Considering our high levels of production of superfoods, we hope to maintain a 25% growth rate over the next five years.”

He added Singapore is an important market for Peru with its nearly six million population, “Singapore has a sophisticated consumer profile with a high purchasing power.”

Peru outlook

Since 2017, Peru’s agricultural produce (fruits, vegetables, grains, roots, fishery products) have been sold under its ‘Super Foods Peru’ label.

Peru is hoping to cultivate cherries in the future and add it to its superfoods assortment.

According to Aponte, Peru’s biodiversity and hugely varied geography allows the country to supply a wide range of fresh produce all year round

“Few countries, Latin American or otherwise, can offer such a vast array of products that each provide an extraordinary amount of some beneficial element.”

Promperu is responsible for the promotion strategy for Peru in international markets.