Red kiwifruit variety EnzaRed is being trialled in China for the first time, with 6kg of boxes shipped from New Zealand to RT Marts in Shanghai. In-store tastings and merchandising will be used to test out consumers’ responses, run by EnzaRed exporters Turners & Growers, its subsidiary Delica and Shanghai Zelun Trading Co.
Following a successful trial in Australia last year, T&G also exported around 5,000 cartons of EnzaRed to the country for its first commercial season that began two weeks ago and will run for about a month.
Building on a growing demand for kiwifruit, Delica’s NSW state manager Mark Romeo said this “commercial pilot” of EnzaRed is an excellent chance to introduce consumers to the new variety.
“EnzaRed presents an opportunity to capture consumers that might find green kiwifruit slightly tart and tangy,” said Romeo. “The smooth, sweet flavour of EnzaRed, with its berry undertones, should be enough to convert them.”
When Fruitnet spoke to T&G global marketing manager Rosstan Mazey in early May, Mazey said EnzaRed would be positioned as a premium product, building on the positive responses from last year's trials.
“Consumers were impressed with the attractive inner appearance of the fruit, the gold outer flesh and the red star-burst,” said Mazey. “Most importantly, from a sensory perspective, they rated EnzaRedvery highly. They really liked the flavour and had a high claimed purchase intention.”
The fruit is available in Woolworths stores up the country’s east coast, with in-store promotions and tastings taking place in supermarkets across Victoria over the weekend.
