As New Zealand’s squash deal gets underway, industry body the New Zealand Buttercup Squash Council (NZBSC) is finalising preparations to launch a promotional campaign in South Korea.
The potential to grow exports of the vegetable into South Korea, which currently takes about 20 per cent of exports from New Zealand, has spurred the NZBSC to undertake the promotional campaign there this year.
Historically the industry in New Zealand had focused predominantly on Japan, which provides a market for around 80 per cent of the country’s crop, so the South Korean promotion was a way for the industry to diversify into other markets, NZBSC marketing consultant Peter Luxton told Fruitnet.com.
The promotions would be anchored around a consumer targeted website, with additional promotional support provided by a public relations campaign, and in-store merchandising and point of sale activities.
South Korea has a healthy squash category at present, although this is seasonal and relies on domestically grown produce. Mr Luxton said part of the thrust of the new promotion would be to increase consumption outside the months South Korea typically produces squash.
The promotion would achieve this through the website, which would educate consumers about the health benefits of the vegetable, and provide new and appealing ways to prepare and serve it, said Mr Luxton.
“Consumers in Korea are aware that squash is a very healthy product, but people just don’t know how and why it is so good for them, so part of the promotion is to educate people about health and wellbeing attributes of this widely known and consumed vegetable,” he added. “Basically housewives are looking for more interesting ways of serving squash to make it more attractive to themselves and their families. So through the website we are showing them exciting and contemporary ways to prepare and serve squash.”
The website would be interactive, he said, and feature cooking classes and vox-pop style videos. It was developed in Korea, for Koreans, he said, and would also reinforce New Zealand’s reputation as a leading producer of safe and healthy produce.
The public relations campaign would draw attention to the website and have a presence in retail outlets, Mr Luxton told fruitnet.com.
“The supermarkets and hypermarkets there are fertile ground for a combination of merchandising and point of sale activities.
“We are looking to achieve a significant increase in volume `of sales` and consistent consumer off-take to provide a firm pricing structure in the market,” he added.
The campaign would begin in mid February once there was a good supply of New Zealand squash in the Korean market, said Mr Luxton.
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