Kiwifruit marketer Zespri International has revealed that global volumes of its Zespri-branded kiwifruit sold up until week 33 (17 August) have increased by 20 per cent, or more than 10m trays, compared with the same period last year.
In Europe, according to the company, Zespri Green kiwifruit sales are up by 30 per cent, at 21.8m trays, while Zespri Gold sales have increased by 11 per cent to 4.7m trays. Sales of Zespri Green Organic kiwifruit have hit 4.7m trays, 11 per cent ahead of the same period in 2007.
In order to maintain this momentum, Zespri has announced plans to undertake various marketing and promotional campaigns until the end of the year in order to overcome the economic downturn seen in Europe, which has caused consumers to tighten their purse strings.
Roadshows have been organised for all European countries until the summer holiday period, and in Germany, over 2,000 extra roadshows have been added to the current programme of instore tastings. When the summer holiday period ends in September, Zespri states that it will recommence its school programme in Germany, Belgium, the Netherlands and Spain.
For the Netherlands, the company has a four-week television advertising campaign planned for Zespri Green and Zespri Gold, beginning in mid-August. In addition, consumers will be able to go online to download the music for the new Zespri Green commercial, the company said.
