The Greek exporter is enthusiastic about new markets for its kiwifruit as the company expands production, but pricing and climate pressures continue to cause frustration
Greek exporter Zeus Kiwi is seeing growing demand for its kiwifruit in new markets this campaign, including in Brazil, but the company says it will have to be patient for the arrival of its new plantings before it can make a sizeable dent in such a giant market.
“Even if the profit is good, if the volume isn’t there, what can you do?” asks Christina Manossis, general manager of Zeus Kiwi. “You can’t serve a market if you don’t have the fruit to do so. Climate change is playing a part in this too.
“We are almost halfway through the season, and we wish we had more fruit. We always have more demand than we can supply, and that’s a good problem to have, but it does present challenges.”
“We are looking to expand both in green and yellow kiwifruit,” explains sales manager Antonis Ioannidis. “We have new fields and volumes of Kikokà that will be commercially available within the next two to three years, and of course there are new plantations of green kiwifruit as well.”
With disappointment Ioannidis points out that the price of kiwifruit this year has not reflected the shortage of supply on the market. “The pricing is not as high as it should be, especially considering that the quantity is lower than usual,” he comments. “Something was not quite right at the start of the season, but so far we are thankfully doing quite well at Zeus Kiwi.”
One of the key hurdles for the company is the increasing cost of raw materials, as well as the disadvantage faced by European growers due to the EU’s “severe” controls and regulations. “The EU has some of the strictest controls and regulations in the world, which is good for food safety but also creates challenges for growers,” says Manossis. “At the same time, labour costs continue to rise, adding further pressure on margins.”
However, the company remains optimistic about the future, particularly in relation to its brand. “When we enter a new market, we focus on promoting the Zeus Kiwi brand,” Ioannidis explains. “We want customers to understand what sets our product apart, and we aim to convey the added value of our fruit.”
