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Great branding of Italian organic kiwis successful in Germany as well

“Our philosophy is to represent kiwifruit as a basic product”

'Kiwi to eat, kiwi to drink' is the motto of the Italian kiwi supplier Kiwiny. After the worldwide launch of its organic kiwi in 2013, the company has had a striking presence and it continues to strengthen its position in Germany on the internet and on the shelves. It is not for nothing that young CEO Philipp Breitenberger attaches great importance to the so-called branding of all kinds. And success has followed: both the raw product and the taste-intensive smoothies are found more and more on the shelves of German health food stores.

Director Philipp Breitenberger at his stand at the recent Nuremberg BioFach

Despite its great presence at the BioFach, it has been a rather difficult season for the Italian kiwi producers as well. Although the supply of goods is currently relatively thin on the ground, the stocks of Kiwiny will still be sufficient for a while longer. The quality of the goods is also relatively good, as is as their pricing, said Philipp Breitenberger. “This year's prices are very good, as they are for premium items. Our products are about 25 percent more expensive than Greek goods, for instance, but they have a better price-performance ratio.”

Owner Philipp Breitenberger (left) of the Italian company Kiwiny

The young marketer enthusiastically talks about his unique and globally consumed products. For almost 5 years he has supplied the German market with two of his own fresh kiwi varieties: the Golden and the Green. “80 percent of our production goes into export. Much of it goes to overseas countries like Canada and Costa Rica. We try as much as possible to distribute fruits from our own cultivation. That is why we also work with a cooperation of about 20 Italian producers.” For the preparation of the raw goods, a brand-new plant with the latest analytical technology is available. Although Breitenberger belongs to a new generation of entrepreneurs, he also attaches importance to tradition and to the long-standing relationships with regional farmers his parents have built in the past. "It's not just about the products, but also about their producers, whom we treat with respect."

The product lines of the company Kiwiny: from raw goods to fresh smoothies

"Our philosophy is to represent kiwifruit as a basic product," says Breitenberger. That's why the Kiwiny motto is: ‘Kiwi to eat & to drink’. Because in addition to the raw goods, the company also puts smoothies from organic kiwi concentrate in three different flavours in the market: pure kiwi, kiwi-apple and kiwi-pear. These are offered either in bottles of 200 ml or in cartons of 330 ml. Breitenberger: "The production of the smoothies takes place two to three times a year and each time it takes a few days to produce a total of about 200,000 bottles."

Sponsoring is also part of the branding activities of Kiwiny

Bioproduction in Italy is already excellent but there is a lack of so-called branding, in Breitenberger’s opinion. It is not for nothing that he works together with a social media manager in order to win over the German market with clear and eye-catching branding. “The consumer has to be taught some things and so it is even more important to have a brand or a strong label. We are also getting very positive feedback from our customers. Branding makes a lot of sense.”

Urban areas
The agricultural cooperative Società Agricola F.lli Breitenberger SS is the family business behind the successful Kiwiny brand. After completing the Agribusiness courses at the Christian Albrechts University in Kiel in 2006, Philipp Breitenberger joined the company and managed its global export of kiwifruit as well as the construction of a high-performance warehouse. In 2013, he launched the Kiwiny brand with a great presence on social media and unique smoothies made from pure organic kiwis. The fruity drinks, as well as the attractive branding is successful especially in the urban areas of Germany, said Breitenberger. In Frankfurt in particular one can already find these smoothies on the shelves of organic shops like Tegut. Next year, a new red-colored variety will be launched, revealed Breitenberger.

The kiwi fruits during the growing phase

For more information:
Soc. Agr. F.lli Breitenberger s.s. - Kiwiny
Philipp Breitenberger 
Via Caramini, 21 
31040 Giavera del Montello (Tv)
Telephone: +39 0422 774374

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