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Madrid swoons at Sweeki charm offensive

Month-long promotion for premium Italian kiwifruit brand in Madrid appears to be generating strong interest

Madrid swoons at Sweeki charm offensive

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A marketing project designed to promote sales of Sweeki-branded Italian kiwifruit in Spain is going extremely well, according to marketer Origine Group.

The group, whose various members agree to abide by a raft of quality standards in return for using the Sweeki brand, is halfway through a month-long campaign at the MercaMadrid wholesale market, where it has made something of a splash with prominent signage and product tastings.

Alessio Orlandi, Origine’s general manager, commented: “For another two weekends at the Spanish capital’s wholesale market, dedicated desks decorated with our new premium kiwifruit brand will allow people to try the product and discover the characteristics of this high-quality Italian kiwifruit.”

The reaction to Sweeki among wholesale traders at MercaMadrid has apparently been very positive. “Sweeki is positioned in the premium segment and its strong points are elevated Brix levels and strict fruit selection,” Orlandi added. “The tastings have confirmed that.”

Last weekend, promotions also took place at Gold Gourmet, a fruit vendor located within Madrid’s renowned food centre Platea. Orlandi said he believed there was plenty of room for growth in Spain, an already sizeable and significant market in terms of the volume of kiwifruit sold.

“The Spanish market, which is important in terms of per-capita consumption, is proving very receptive to our kiwifruit, and appreciative of its quality, sweetness and excellent balance between quality and price,” he added.

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