“You have to open new markets every year,” said Christina Manosis of Zeus Kiwi. “We're choosing the markets we go to by how stable and economically developed they are, so as to establish our brand in the long term.” Most important, however, is the stability of the market because one of the goals of diversification is risk-mitigation.
“The key lesson of the Russian embargo is that you have to spread risk,” explained Manosis. “Many exporters thought that they didn't need to bother with other markets if they had Russia, but that's unprofessional. When a producer or an exporter strongly depends on a single market no matter how profitable that market is, it cannot be considered a promised land. ” In a way, the embargo might make for a better Russian market, as it has put many of the weaker companies out of business. When the embargo is lifted, the remaining players will establish a higher degree of professionalism.
Kuwait, Lebanon and Poland are all countries to which Zeus Kiwi has sent fruit on a trial basis. The plan is to see if the market meets our marketing goals before they increase shipments. Though Kuwait is close to Iran, a producer of a significant amount of kiwifruit, Manosis is confident that Kuwaiti consumers will prefer the quality of Greek fruit over that from Iran.
Manosis said they're also seeking access to South Korea and Brazil, but both countries have proved difficult to reach – the former because of the time it takes to break into the market and the latter because of little assistance from the Greek government.
“It's difficult with Brazil because for us to go there the Greek government has to meet with the Brazilian government and work out an agreement,” said Manosis. “But because of the instability in Greece, the government is rather busy to be on the right lines with the Eurogroup.” But, however difficult things are in Greece , she is determined to expand to those countries and beyond.
“It takes a long time,” said Manosis. “But it will get done. If you start something, then you eventually finish it.”
For more information:
Christina Manossis
Zeus Kiwi SA
Tel. +30 2351 053559
Fax. +30 2351 053901
Email: christinam@zeuskiwi.gr
www.zeuskiwi.gr