It has been a few months since Primland planned to celebrate the 40th anniversary of the Oscar brand. But the festivities had to be adapted to the current context. "Among other things, we had planned to organize a big party and in-store tastings. Unfortunately, this will not be possible due to the health situation," says Jean-Baptiste Pinel, the company's CEO.
"Our communication will be carried out in a non-presentational way".
Despite the cancellation of the party, the company is still planning to celebrate this anniversary: "We will still communicate with our customers and consumers, although not face-to-face. It will be done via our Oscar web page, with communication programs on different media, as well as contests on social networks. In this way, we want to explain everything we have built up over the past 40 years and outline our areas of development for the next few years."
"In 40 years, we have brought together 350 producers from different areas and increased our supply"
Over the last 40 years, the brand has developed significantly. "We have managed to bring together producers from different areas and offer our customers an interesting volume of kiwis and diversity in the fruit's origins. At the same time, we produce Oscar kiwis in the off-season in Chile and have developed some complementary production in Portugal and Spain."
"For the next few years, we want to develop our range of products"
The celebration of Oscar's 40th anniversary is also marked by the implementation of new projects for the years to come. "We have managed to offer a very wide range of green kiwis, offering our customers everything, from organic to PGI and red label. We now want to expand our product range by adding new varieties, such as yellow and red kiwifruit. This is a project that will take time, because after having developed and selected the varieties that interest us, we still need to test their adaptability to our lands. Our production of Oscar Gold kiwifruit, appreciated for its particularly sweet taste, reached 500 tons this year. As for the red kiwis, with their more exotic notes, reminiscent of passion fruit and pomegranate, the trees should become productive in 4 years."