Tuesday, September 30, 2025

The Cranberry Institute Launches U.S. Cranberry Marketing Promotions in Southeast Asia

The Cranberry Institute (CI) is excited to announce the launch of its U.S. cranberry marketing program in Southeast Asia. The program, which will initially target Malaysia, Singapore, Thailand, and Vietnam, aims to increase awareness and consumption of this versatile and nutrient-rich fruit. Initiatives will highlight the health benefits, culinary versatility, and unique flavour of U.S. cranberries, bringing a taste of the superfruit to consumers across the region.

The Cranberry Institute, also known as the CI, is a non-profit organisation founded in 1951 to further the success of cranberry growers and the industry in the Americas through health, agricultural, and environmental stewardship research for cranberries, as well as cranberry promotion and education. The CI works closely with growers, processors, and marketers to advance the cranberry industry through science-based information and education. In 2024, following the termination of the Cranberry Marketing Committee, the CI assumed the role of undertaking international promotions on behalf of the industry. Programming was subsequently launched in India and South America. Now, thanks to the U.S. Department of Agriculture Foreign Agricultural Service’s allocation of Market Access Program funding to the CI for the first time, marketing initiatives are further expanding to Southeast Asia in 2025.

U.S. cranberries are available in various product formats in Southeast Asia, including dried, juice, juice concentrate, frozen, and more. Each of these formats oƯers unique ways to enjoy cranberries, whether as a snack, beverage, or as an ingredient in sweet and savoury dishes.

For this new program, the CI is partnering with in-market representative Orissa International to execute a series of promotional activities to engage trade members, consumers, and health professionals in Southeast Asia. With Orissa International’s expertise in the region, the CI is excited to showcase the health benefits of cranberries, as well as the many ways they can be incorporated into local diets, from traditional dishes to modern cuisine. Stay tuned for more updates on this exciting initiative and opportunities to experience the vibrant flavour and health benefits of U.S. cranberries in Southeast Asia. For more information, please visit our website at https://uscranberries.com or contact us at uscranberries@orissa-international.com.