International kiwifruit marketer Zespri is continuing to push forward a major promotional campaign for its New Zealand kiwifruit exports in North America.
Six-week roadshows in Northern California and the mid-West started in mid-July, including retail demonstrations, contests and event marketing.
'Extensive programmes at retail chains throughout North America have proven very effective both in generating strong weekly sales and blocking Chilean kiwifruit,' a spokesperson for the company revealed.
Meanwhile, a new social media campaign has reportedly attracted numerous blogger postings and tweets following a recent luncheon and recipe contest for so-called 'blogger mommies', with a supporting website launched at the end of June.
Zespri has also sponsored the nation’s largest blogger convention for women, which was held at the end of July in Chicago.
Elsewhere, a recently launched contest for complementary admission to the Zespri-sponsored American Dietetic Convention has reportedly received over 700 entries from dieticians.
And in Canada, a consumer competition entitled 'The Great Kiwi Adventure' is being run in conjunction with Air New Zealand, attracting more than 6,000 entrants to date.
On an international level, meanwhile, strong demand in all of the Zespri's Asian markets has contributed to an overall positive performance for its New Zealand kiwifruit export crop.
As a result, the company revealed, it achieved an increase in overall worldwide sales of over 1m trays as of the end of July compared with the same time last year.
According to the company, it has already sold 43 per cent of its Green crop, compared with 42 per cent last year; 37 per cent of its Green Organic volumes, against 41 per cent last year; and 83 per cent of its Gold crop, up from 73 per cent last year.
'As long as current run rates continue to be achieved, a tidy finish to the selling
season is expected,' said a spokesperson. 'From a pricing perspective it is still anticipated that industry returns will be within the indicative bands published in May.'
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