Zespri Europe has commenced a new round of marketing and communication campaigns in support of its European kiwifruit sales as it seeks to strengthen further the year-round relationship it has with all of its trade partners.
The campaign will be concentrated in the marketer's biggest European markets of Germany, Benelux, Spain, Italy, France, Scandinavia and the UK, although there will be subtle variations in terms of the specific strategy adopted in each individual country.
Point-of-sale kits are being distributed, for example, to specialised fruit and vegetable shops at wholesale markets in Spain and Italy.
'These materials help to support Zespri kiwifruit sales during the winter season and further build up distribution,' explains Zespri Europe's marketing manager Jean-Louis Warnimont.
As in previous years, greengrocers in Belgium and the Netherlands can also register to receive a point-of-sale kit, with the Belgian campaign also set to be extended with new activities focused on wholesalers in order to boost winter sales.
In Germany, meanwhile, Zespri plans to support sales with a dedicated marketing campaign.
Greengrocers are being contacted and advised to collect their point-of-sale kit when buying Zespri kiwifruit at selected wholesale markets.
Across Europe, a number of major roadshows in the Benelux, Spain, Italy, Germany, France, UK and the Nordic countries will encourage people to try Zespri-branded kiwifruit.
'Thanks to the superior and consistent Zespri kiwifruit quality, a smooth transition between the different seasons is guaranteed,' says Mr Warnimont. 'This allows Zespri to be present year-round and build up a strong relationship with the distribution partners.'
He added: 'In Europe, Zespri is present 12 months a year with Zespri Green and the window for Zespri Gold is becoming smaller year after year.'
