Leading kiwifruit marketer Zespri has confirmed it is about to start its earliest New Zealand season ever, with the first vessel of fruit due to arrive in Zeebrugge on 28 April.
The company is also preparing to roll out a series of high-profile consumer marketing campaigns which it says are essential to ensuring continued strong sales.
Weather conditions have reportedly been ideal for this year's crop, with New Zealand experiencing a cold winter, followed by an excellent flowering period and good pollination in most areas. A warm summer followed with adequate rainfall.
'This season, Zespri has got a clean crop, good yield, size and quality,' said the company's European general manager Luc Clerx. 'To date, this has been one of the best growing seasons we’ve had.'
For the New Zealand season, Zespri's European team says is aiming to sell at least the same volume of Zespri Green, Gold and Organic fruit as it did last year.
'Market conditions in Europe are quite different compared to past seasons and to make sure we have a strong start in optimum conditions, television campaigns are planned in five countries: Belgium, Holland, Germany, Spain and Italy,' confirmed Mr Clerx.
In Italy, Zespri will be advertising on television for the first time, focusing on Zespri Gold. The 10-second advert will be repeated at regular intervals in order to raise awareness of Zespri Gold in the country and to create additional consumer demand the fruit.
The European arm of Zespri has also lined up a number of high-impact marketing activities across Europe to boost kiwifruit sales, as well as additional, tailor-made activities which have been organised in partnership with customers.
» More details about this year's Zespri campaigns for New Zealand kiwifruit will appear in the May 2009 issue of Eurofruit Magazine
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