Fruitnet’s Chris White asks Federico Milanesi, marketing manager at Jingold, about the potential he sees to make kiwifruit a must-have product for Gen Z consumers.
Milanesi emphasises how critical it is to engage those younger shoppers in order to boost kiwifruit consumption, as well as the importance of learning from other star performers like avocados and conveying the right messages in store, on packaging, and via social media.
He also considers how Gen Z consumer behaviour is playing out in his home market of Italy compared with others like the UK and US. And he suggests these young consumers represent a valuable long-term opportunity for growth, especially in Europe where overall fruit and vegetable consumption is stagnant.
This video is part of a series of interviews filmed in Anaheim at the IFPA’s Global Produce & Floral Show.
