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| Indian Consumers Experience Southern U.S. Cuisine A SUSTA Generic Program From September 17 to October 7, 2007, SUSTA partnered with Spencers Retail Ltd. for a series of in-store promotions at retail outlets in India. Spencers stores in four Indian cities – Harayana, Ghaziabad, Faridabad, and Mumbai – hosted chef demonstrations and other activities promoting southern U.S. food products. The event, inaugurated by American Ambassador to India David Mulford, was held to increase awareness and sales of southern U.S. cuisine and products. In addition to the estimated 4,000 store visitors reached during the promotion, leading newspapers such as the Hindustan Times, Hindu, and Rashtriya Sahara reported on the promotion, giving SUSTA region products additional exposure among the Indian population. SUSTA’s in-country representatives in India established a good working relationship with Spencers retail outlets all over the country. Due to the promotion, Spencers reported a 76% increase in sales. Spencers has expressed interest in pecans and other products from the SUSTA region. Southern U.S. suppliers can introduce their products to India personally at the IFE India trade show in December. Check www.susta.org/events for details about this opportunity. |
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