Consumers in the US and Canada will have a greater availability of Zespri SunGold this year. Announcing the launch of the 2015 season, the marketer said its primary focus would be on promoting its newest variety, which will be produced and sold in greater volumes this year.
Described as an attractive, larger kiwifruit with a delicate texture inside a smooth skin and with a “refreshing, sweet taste with a hint of tanginess”, Zespri claimed the variety ranked highly in sensory testing, appealing to fans of both gold and green kiwifruit.
“We are ramping up a multi-media campaign in various markets around the country starting the week of 22 June,” said senior marketing manager of Zespri North America, Michele Hoard. “Zespri will also be promoting the convenience of eating kiwifruit (with Zespri’s cut-and-scoop method), as well as the great taste of the different varieties and the myriad health properties of Zespri Kiwifruit.”
The national campaign will focus on regional television spots and regionally customised programmes and include sampling and customised point of sales marketing and social media.
“Zespri is dedicated to quality, sustainability, and accountability. Zespri’s system ensures traceability of every tray of fruit back to its orchard and pack house of origin and underpins our premium brand," the marketer said.