Zespri International Europe is expecting to welcome its first vessel of the season carrying New Zealand kiwifruit into Zeebrugge around May 16. Fruit will be trucked on to the UK from there. This year the season is starting earlier than it has for five years with both Zespri Gold and standard green fruit. In 2005 the season kicked off two weeks later.
The first direct shipment into the UK is forecast around June 5. Average fruit size is considerably larger than in previous seasons as a result of good growing conditions in New Zealand through summer into autumn.
Zespri reports that the total crop is nine per cent down compared to last year, with green volumes estimated at 63.3 million trays. Zespri Gold volumes will be higher than last season with 18 million trays predicted. This is in line with projections as more orchards mature to full production. Organic volumes have fallen slightly to 2.4 million trays.
To stimulate kiwifruit sales, Zespri International Europe will invest heavily in high-impact promotions and advertising in all main European countries. In the UK, Zespri will be working with wholesale panelists and all its major retail customers.
“Promotions for Zespri kiwifruit are planned with all our main partners; retailers and wholesalers. Zespri values the independent and wholesale sector and has confidence in its further growth,” said Jean-Louis Warnimont, marketing services manager Europe. “A special tailor-made promotion is planned for this sector to further grow Zespri Gold volumes.”
Spain, Germany and the Netherlands will all see national television advertising for green and Gold fruit which will be supported by consumer press advertising.
In Belgium, Zespri has planned a two-wave billboard campaign with advertising support in a selection of magazines and a similar initiative in northern Italy.
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