European Kiwifruit Consumers In For A Treat

European Kiwifruit Consumers In For A Treat

A major aspect of ZESPRI’s European marketing campaign is about to commence, building on a hugely successful start to the season.

The 2007 European season commenced in May with a good supply of great tasting early fruit to meet high market demand. Sales volumes in Europe are ahead of 2006, driven by strong performances in Spain and the Benelux, and a lift in performance in Italy. Sales are expected to increase rapidly in the next few months as consumers return from holiday with an appetite for healthy eating.

This year’s advertising and promotion programme in Spain, Belgium, Holland and Germany centres around new television commercials highlighting the uniquely pleasurable experience of eating a ZESPRI™ GOLD Kiwifruit and the vitality of ZESPRI™ GREEN Kiwifruit.

Chief Executive Tony Nowell said ZESPRI’s retail customers in Europe rely on ZESPRI to ensure a consistent supply of high quality fruit and encourage sales through tailormade marketing campaigns. “Having strong relationship managers in our markets working hand-in-hand with retailers to develop supporting promotional activity has been critical to our success.”

To complement the new television commercials, ZESPRI works with retailers to drive sales through highly successful sampling roadshows and the use of innovative ideas to encourage children towards a more healthy diet. This season ZESPRI’s European nutrition team are making healthy eating fun through a ‘Super Kiwi’ cartoon character and coloured stickers depicting different fruit types.

Tony Nowell said this type of activity is being introduced internationally by ZESPRI to address a major consumer trend that presents enormous opportunity for fruit companies. “Kiwifruit is a ‘superfruit’ in terms of its dense bioactive components, and is well placed to appeal to consumers concerned about preventative health.”

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