Sales of Zespri-branded kiwifruit worldwide are reportedly holding steady in the face of a tough market as the global recession continues to affect fresh produce markets, with consumers focused on saving and cutting back on luxury goods, the marketer has reported.
Globally, volumes sold to week 34 were up 0.3 percent on 2008. As the Northern Hemisphere comes to the end of its summer holiday period, marketing and advertising campaigns will be stepped up to encourage run rates and support a clean end to the New Zealand season, the company confirmed.
Chilean shipments of kiwifruit to North America are reportedly up 18 per cent on last year, with pricing anywhere from US$8.00-US$11.00 per box.
According to the company, Zespri-branded kiwifruit is being sold at 'significant premiums', with distribution through all major retail chains.
'Shelf space is at a premium amidst large volumes of stonefruit and cherries at low price points,' a spokesperson for the group said. 'In Mexico, light volumes of Chilean kiwifruit and strong Zespri marketing programmes have resulted in very strong weekly sales volumes at prices well exceeding target levels.'
Roadshows in the US mid-west and northern California are now in full swing, resulting in huge retail sales increases and new wholesalers apparently opting to stock Zespri instead of Chilean kiwifruit.
'Extensive retail promotions are taking place across the country,' the spokesperson added, pointing to highlights including a 30-second television advertisement produced by a Cleveland-based retailer that will run for two months on local stations.
A 60-second radio advertisement produced by one of North America’s largest nationwide chains is also running in conjunction with concert sampling, in-store price reductions and a Zespri-branded fresh-cut promotion with kiwifruit and strawberries.
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