Freshmax already maintains longstanding relationships with online and offline partners across multiple key export markets and, according to Greg Cassidy, Export Manager – International Pipfruit at Freshmax - the decision to take Piqa® Boo® sales online was therefore quite a simple one.
"Through the two online partners selected we already maintain a strong track record of apple and cherry sales history, so we know how the channels work and we know how to capitalise on their strengths. Online for fresh is here to stay, and stats show that China is leading the way in this uptake. Online will form a crucial part of the market moving forwards. However, we still recognise the importance and value in the offline partnerships we maintain in these same markets. Offline sales give us access to the premium, experiential stores and retailers who are targetting a very different customer base, and one that loves premium new products, just like Piqa® Boo®."
The first shipment arrived on the market last Tuesday and Piqa® Boo® and was officially launched online. Despite the limited volumes available this season, Freshmax intend to carry out several other promotions as well.
This is the first time Piqa® Boo® has been commercially available in China. This season the red pear will be marketed through two online partners and one offline partner. In previous years samples have been sent to China for product evaluation and to gain feedback from customers, consumers, media and other trade."The feedback has been really positive," according to Greg. "It is great to now be taking the next step. We also had superb responses when we conducted tastings at various trade shows such as Asia Fruit Logistica in Hong Kong (Sep 2016) and NZTE China Fruit Promotion in Shanghai (Jun 2016)."
Greg explains that when selling online it is important to choose the right partner to suit your business and its methods, but more importantly you have to choose the right partner to suit the product and its target audience.
"Selling online allows us to aim directly at consumers who have shown an interest in new, unique and exciting products. The nature of online is also “instant”, meaning we can get specific and direct feedback from consumers as soon as they embrace the product – which gives us a superb insight. This is a great opportunity for Piqa® Boo® as it is so different from anything else currently available."
High end fruit is often sold in individual gift packs to give that extra special quality and Greg explains that gift packaging certainly gives an extra option to the retailer and to consumer choice, but how it is taken up will depend on the different marketing strategies adopted by their online and offline partners.
"But yes, I think it is highly likely that some Piqa® Boo® will end up being sold in gift packaging. While volumes remain limited it is tough to say what proportion will go this way, particularly as we are still in the process of developing and implementing the complete packaging suite for the product."