Fornari: "We did not expect such a response from the market"

Great demand for red kiwifruit

The reasons are many but the fact is that the red kiwifruit did extremely well and is increasingly in demand, and this does not seem to be a passing fad. 

According to Alessandro Fornari of Jingold, "When we launched the yellow-pulp kiwifruit, it took years to introduce this new fruit to the consumers, to make them understand and appreciate it. With the Oriental Red® red kiwifruit, the market response time has drastically reduced for various reasons: the market is more predisposed to consider kiwifruit as a category and, therefore, to welcome new proposals; and consumers are more attentive to high quality fruits and less to the price. Faster communication systems allow greater brand awareness for Jingold. The demand that has arisen in such a short time is surprising, so much so that we don't even have time to wait for the orchards to go into production".

The market is abuzz about the red kiwifruit. According to Fornari, "Consumers are looking for fruits that can meet or exceed their expectations. We witness it on so many products and why shouldn't that be the case for fruit and vegetables as well? In these days, there is a scene that we never tire of to seeing: whoever tastes a red Jingold kiwifruit opens his eyes wide and wants another one right away. This is what makes possible to create greater value for the consumer and, therefore, for the distributor and the producers".

Oriental Red® is a variety that comes from a long research project and its main characteristics are, besides the red heart, the sweet and exotic flavor and the excellent shelf-life, which allows the fruit to always be on the shelves at the right level of ripening. "It was awarded the Innovation Award as the best innovation of the year at Fruit Logistica 2019 in Berlin and should not be confused with other varieties of red kiwifruit, which have characteristics more suited to hobby than to large-scale development", points out Fornari.

Jingold team: Federico Milanese, Patrizio Neri, Alessandro Fornari, Moreno Armuzzi.

So far in Italy, around 100 hectares of Oriental Red have been planted, which will gradually go into production. The initial development plan is to prepare up to 100 hectares a year for the next two years. Fornari adds that, "We want to give ourselves the time to perfect the cultivation from an agronomic point of view, in order to exploit the full potential of the fruit and, at the end of next year, the medium-long term plant program will be arranged".

"The first quantities - the manager concludes - were put on the market this year and are currently being distributed on European markets, mainly in Germany, with some tests also in overseas destinations as well, where Jingold has a steady market. We wanted to give priority to the customers who for years have contributed to the growth of the Jingold kiwifruit brand, and together increase both our and their competitiveness".

For more information:
Jingold SpA
Via Turati 650
47522 Cesena (FC)
Tel.: (+39) 0547 317476
Fax: (+39) 0547 417514
www.jingold.it


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