India is an emerging market for the U.S. cranberry industry, and BCI works with the Cranberry Marketing Committee to increase awareness and utilization of U.S. cranberries through a mix of promotional, educational, and trade relations activities. As a part of these efforts, CMC leads a USDA-funded Global Broad-Based Initiative project in India in collaboration with California Walnuts, USA Pears, the U.S. Highbush Blueberry Council, and Washington Apples to promote the use of these U.S. agricultural products as premium ingredients.
At the UpperCrust Food and Wine show this weekend in Mumbai, BCI Marketing team-member Sarah Gelpi served as a judge for a culinary and mixology competition during which these products were featured in dishes and cocktails made by budding and professional chefs and mixologists. Sarah said: “The creativity in using our U.S. agricultural products—including the fusion into Indian cuisine—was great to witness and to taste. Activities like these reinforce the idea that U.S. ingredients like cranberries are versatile, and can complement Indian flavors well. And while India does have a reputation for being difficult to penetrate, the market potential is evident. With a growing middle-class, solid economic growth, and increasing demand for healthier foods, the market is ripe for development for products like U.S. cranberries.”