One of New Zealand's leading green kiwifruit exporters is zeroing in on the Vitamin C content of the fruit as part of its brand refresh, and new marketing campaign.
NutriKiwi has been in the Australian market for five years and is a joint venture between EastPack, Trevelyans, DMS Progrowers, and OPAC. General Manager Michael Leach says that the nutrient density of green kiwifruit fits consumer demand for foods naturally high in immune-boosting vitamins.
“This will be our sixth season, so it was time for a refresh of our key messaging,” he said. “When ranking fruits according to their Vitamin C content, NutriKiwi rates as one of the top choices. With the current health crisis and colder winter months upon us, consumers have a heightened desire to build up their immunity. During lockdown in Australia and New Zealand, we were able to continue working on our brand refresh and planning our marketing and PR activities. We are closely monitoring the rollout in Victoria as the state reintroduces restrictions due to an outbreak of coronavirus cases."
Mr Leach says that the upgraded brand design is vibrant and conveys a sense of fun and personality for NutriKiwi in retail stores.
“We are very well known as the ‘orange box’ on the wholesale floor,” he said. “We are now going to bring that vibrant orange colour into retail and make it a feature of the brand. We have always focused on supporting our retailers with an innovative point of sale that brings some instore theatre for the consumer at the point of purchase. Five years ago, we had A4 sized promotional material, and that has evolved to our eye-catching 1.2metre wide poster which is pallet size.”
NutriKiwi can supply over 50 per cent of the New Zealand Hayward kiwifruit crop available to be sold into Australia during any given season. Mr Leach says this is a great advantage considering the Hayward production in New Zealand is continuing to trend downward year on year as growers convert orchards to the G3 gold variety.
Photo credit: NutriKiwi Facebook Page
However, it is a trend he says will not impact NutriKiwi’s ability to supply kiwifruit in the coming seasons.
“Collectively the companies involved in the NutriKiwi joint venture grow, process and manage over 50 per cent of the total New Zealand kiwifruit crop,” Mr Leach said. "This gives NutriKiwi security of supply as the crop continues to decline.”
He added that security also gives Nutrikiwi the confidence to commit to growing its presence in the market now, and in the future, while NutriKiwi’s brand refresh is currently rolling out in Australia, and the feedback from retailers on the strong Vitamin C messaging has been overwhelmingly positive.