Since the CADRALBRET cooperative, located in Nérac, joined its cooperative union in 2019, Primland has had a potential yield of 16,000 tonnes per year.
Oscar produces OSCAR GOLD kiwis and, as from this season, OSCAR RED kiwis.
While “ZPR” (Zero Pesticide Residue) volumes were highly confidential in 2018, Primland marketed more than 50,000 ZPR trays in 2019. It plans to sell 150,000 units in 2020.
To respond to growing demand among French consumers for national products (86% of consumers who are familiar with “Made in France” labels consider such labels to be an incentive to make a purchase*), the packaging of Hayward kiwis that are grown in France has been given a makeover and now features the French flag.
Nergi® becomes the reference for baby kiwis
In 2019, Primland turned over €3 million with Nergi®, the mini kiwi. Sales supported by no fewer than 1,200 tasting events in Europe. This year, once again, Germany is the market leader (almost 50% of total turnover) thanks to sustained advertising investments (store promotions, awareness-raising campaigns in mainstream media, on TV and radio) and carefully-crafted partnerships with leading retailers who put all of their marketing expertise behind the brand.
A study by BVA** reveals a significant rise in awareness of Nergi® over the past three years (43% in October 2019 compared to 35% inOctober 2018).
Primland: digital communication to get closer to the consumer
For Nergi® and Oscar®, Primland is relying on closely-monitored digital communication to provide information to consumers and to relay the promotional operations carried out by the company itself or by players such as INTERFEL (France and Export). It is for this reason that a team of 12 Community Managers, coordinated internally, manages in each country the brands’ various social media sites and add content (recipes, articles) to the websites.
The website dedicated to Oscar® is expected to exceed 100,000 annual hits in 2020.
*KANTAR Worldpanel study, 2018
**Survey conducted by BVA on the Internet among a sample of German people on 16 and 17 October 2019. Sample of 1,080 people that is representative of the German population aged 18 or over. The sample’s representativeness was based on the quota method applied to the following variables: gender, age, occupation of the head of household and of the interviewee, region, and agglomeration category.
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