North American markets should receive similar volumes of New Zealand kiwifruit to previous years, despite bacterial vine disease Psa impacting volumes in the South Pacific nation.
According to the country’s single-desk kiwifruit marketer Zespri, regular volumes of its green, gold and organic varieties began arriving in North American markets in early June.
Zespri Americas senior marketing manager Michele Hoard said educating consumers in the region as to the health benefits of the fruit and how best to consume it will make up a large part of this year’s marketing campaign. “Zespri North America continues to develop ways through digital and traditional platforms to engage and educate consumers on Zespri kiwifruit,” she said. “We have implemented social media, digital applications, QR Codes, impact display units and participation in community and our great in-store sampling events. We will also continue to educate on the great nutrition of Zespri Kiwifruit and the cut and scoop method of eating,” she added.
Much of Zespri’s educational material would be geared toward children through its Kiwifruit for Kids programme, which Hoard said will run through the ‘back to school’ period.
The group’s marketing campaigns are also popular with North American buyers, she added. “The trade knows that we will deliver quality kiwifruit with strong marketing campaigns to support their sales,” she said. “We’ve developed great partnerships through education and awareness of the Zespri brand with trade. Consumers also start looking for our kiwifruit, they know they can count on a great tasting piece of kiwifruit from Zespri with every purchase.”
As a result Zespri anticipates strong sales in the North American market this year, said Hoard. “We’ve established ourselves as the category leader, both trade and consumers know what to expect with Zespri. They know and look for the Zespri label. We start getting inquiries every year as to when they can expect Zespri into North America.”
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