Apple brand Kiku is preparing to exhibit for the first time at Asia Fruit Logistica, the international fresh produce industry trade fair which takes place in Hong Kong on 4-6 September.
The marketer's New Zealand arm will have its own stand within the country's dedicated pavilion, it confirmed, replicating the recent decision by parent company Kiku Europe to take part with its first stand at this year's Fruit Logistica show in Berlin.
'After the successful response the 26 licensed Kiku partners have seen resulting from our Berlin participation, it was just logical to encourage Kiku New Zealand and the four licensed marketers in that country to go ahead and be present in Hong Kong,' commented group chief executive Jürgen Braun.
He said that while the majority of exporters handling competing apples still focuses on Taiwan as far as Asia was concerned, Kiku's New Zealand operation has actively pursued a strategy of market diversification over the past couple of years.
At the Kiku stand, all four partner marketers – DM Palmer, Enza, Freshmax and Pickmee – plan to meet with selected importers from a number of emerging Asian markets.
'The perfect outcome of this exhibition will be to further adjust the present marketing structure to the changing requirements of the different markets, but to also find partners in additional Asian markets who want to contribute to the success of this managed variety,' Braun commented.
Braun believed that, for Asian customers in particular, the apple's crisp, juicy eating experience, backed by high sugar levels and a balanced flavour profile, could offer a winning combination in Asia.
'Its overall quality characterised by an intensively colored and striped appearance allows it to stand out on the shelf,' he added.
