Major increases in the volume of Zespri-branded kiwifruit sold in North America up to week 27 have contributed to a 300,000 year-on-year increase in the number of trays sold across the continent to 2.2m trays and to an overall increase in the volume sold globally.
Worldwide, volumes of Zespri-branded kiwifruit sold to 6 July 2008 were up by 21 per cent, or 7m trays, compared with the same time last year, it said.
With Chilean volumes said to be decreasing, a raft of promotional activities across the US and Canada has prompted significant rises in the volume of fruit sold.
Sales of Zespri Green kiwifruit in North American markets to week 27 were up 150 per cent year-on-year to 1.7m trays, while Zespri Gold kiwifruit sales rose 90 per cent compared with the previous year to 290,000 trays.
The volume of Zespri Green Organic kiwifruit sold, meanwhile, rose 38 per cent against the 2007 figure to 230,000 trays.
'The North American market continues to be positive for Zespri kiwifruit as Chilean volumes decrease and the quality continues to deteriorate,' said a spokesperson for Zespri's North America division.
Pormotional activities held over the past month include grower demonstrations for Zespri Green and Gold Organic kiwifruit at Whole Foods outlets in Houston and Boston. According to Zespri, numerous promotions are now running at retail chains across North America, including everything from chef demonstrations, fruit giveaways at a retail-sponsored triathlon and the placement of Zespri-branded bins in stores belonging to one the top US retailers.
Meanwhile, a four-week roadshow in Portland wrapped up at the end of June, with six-week roadshows set to begin in mid-July in Seattle, Chicago, Baltimore and New York City.
Marketing activities for Zespri Gold kiwifruit will also target Korean and Chinese communities across the US and Canada, encompassing more than 120 outlets.
The company added that maintaining shelf space and pricing would be the key priority as Northern Hemisphere markets run into their summer holiday period and the peak of the summer fruit season.
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