As a catalytic effect of the initial promotion of Kinnow mandarins in Malaysia and Singapore, led by the TRTA II Programme and The Trade Development Authority of Pakistan (TDAP), which was launched in February, the High Commission of Pakistan in Singapore and TDAP have extended the promotional campaign into March. The concept of in-store juicing of Kinnow mandarins is now taking place at the Sheng Siong supermarket in The Verge Center, Singapore.
Sheng Siong Supermarket and its associated partners decided to have the juicing promotion during in March to coincide with the Chinese Valentine Day (15th day of the Chinese New Year-CNY) in order to best capture this target population. This last date of the CNY has a celebratory mood where mandarins are the fruit of choice.
As a result, The Sheng Siong supermarket has also been targeted as the most appropriate buyer of Kinnow mandarins from Pakistan for the post-CNY Kinnow sales, as well, to ensure Kinnow sales well beyond the CNY celebrations with prospects of even greater sales in the next season.
This latest campaign was launched with the visit of H.E. Tanveer Akhtar Khaskheli, the High Commissioner of Pakistan in Singapore.