Primland previews season at AFL

For fresh fruit and vegetable marketing and distribution in Asia
Luisa Cheshire

BY LUISA CHESHIRE

Primland previews season at AFL

French kiwifruit grower-marketer Primland will preview its new production season at Asia Fruit Logistica next week

Primland previews season at AFL

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Primland will present a preview of its new production season and the highlights of its marketing campaigns in Asia, the company announced in a press release.

The verdict is unanimous, it said: Primland's Oscar-branded kiwifruit were of good quality in 2016, in terms of taste, size and firmness. Asian countries accounted for over 25 per cent of produce sold.

"In these countries, Primland implemented many communication programmes to develop brand awareness and support the commercial activities of its customers (in-store entertainments, events with journalists and bloggers, etc.)
Some of these actions were fully financed by the company, others received support from INTERFEL via collective action or the Export Club," said communications director Olivier Pouilhes.

Looking forward to 2017, Oscar kiwifruit is quietly growing in the orchards, he added, and initial tests show much promise in terms of fruit quality.

"In terms of business, there will be a special focus on China in order to continue developing the reputation of the Oscar kiwi there," Pouilhes said. "Actions targeting buyers and the distribution network will continue, but there will also be entertaining content on social media, via the official account WECHAT d'Oscar, in order to reach the final consumer.

"With over 700 million smartphones, China has gone straight to mobile phones to access information and make online purchases. This country has more than 650 million users on the WECHAT services platform. Discover the WECHAT application via our flash code."

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