Two decades ago, the kiwi berry was completely unknown to European consumers, but Nergi’s positioning as a healthy snackable fruit alongside the berry category has aided the brand’s rise to success
Nergi-branded kiwi berries have come a long way in the last two decades. Originally from Asia and unknown in Europe, the small, green, tangy fruit – once regularly confused with an olive by Europeans – is now a staple of many European supermarkets.
At a conference during Fruit Logistica in Berlin to mark Nergi’s 20th anniversary, François Lafitte, founder of brand owner Sofruileg, shared the story behind the brand’s rise.
Lafitte recalled how the initial concept was born out of a desire to introduce an original fruit variety, cultivated in Europe. To this end, he emphasised the significance of the partnership between Sofruileg and Plant and Food Research of New Zealand in 2005.
“It was a long process, but we found the right variety,” said Lafitte. “This variety had the potential to be consistent and to have a long shelf-life, key factors for success in the European market.”
European production is mainly in Portugal and Italy, as well as in France and Spain, with the harvest season typically runing from mid-August to late September.
According to Lafitte, a key moment in Nergi’s evolution was the creation of the brand itself. “We needed a brand that could reflect both the quality of the product and its positioning in the market,” he said.
The Nergi logo has now undergone a redesign to modernise the look and boost its appeal to consumers. “We wanted to make sure the logo resonates with today’s consumers,” said Lafitte, adding that the new green and red design focuses on the natural qualities of the product.
Over the years, the company has invested heavily in both product development and market positioning. “We realised that for a fresh product to succeed, we needed to ensure the consumer experience was perfect,” Lafitte explained. The company focused not only on developing a robust, tasty product but also on refining its branding and marketing strategies.
The launch of Nergi in Europe required a unique approach, he revealed. “When we introduced Nergi, it was an unknown product to most European consumers,” said Lafitte. “But as we worked with growers across Europe and invested in consumer research, we realised there was a clear interest in a healthy, snackable fruit that could be enjoyed on the go.”
Plant and Food Research’s Luke Merson echoed this sentiment, celebrating a successful collaboration with Sofruileg. “When we first started, we knew we had a unique product,” he said. “Thanks to Sofruileg’s expertise in production, distribution and marketing, we have successfully created a novel market for kiwi berries in Europe.”
“We realised that to succeed in the market, we needed to position this product not just as another berry but as a healthy, convenient snack,” resumed Lafitte. This insight led to significant investments in branding and consumer education, he added.
Looking ahead, Lafitte expressed confidence in Nergi’s future, acknowledging the ongoing commitment from growers and partners across Europe. “This is a journey that requires time, investment and collaboration,” he concluded. “We are not in a hurry; we want to build a sustainable product that will continue to thrive in the market.”
