The kiwi market, despite its low volumes, is currently going through a transition phase. The La Grande Bellezza Italiana (LGBI) business network has been placing major efforts on this fruit, while focusing on some basic aspects. "In a market where the Greek product is increasingly present, we decided to raise the bar," said Leonardo Odorizzi, one of the founders of the network.
"First of all, our brand immediately communicates to consumers that we are marketing Italian products. In addition, we are moving into the premium market. The packaging costs are high, but we decided not to save money on that and make it as engaging as possible. And finally, of course, the content must also meet expectations."
LGBI will be present at the Fruit Logistica in Berlin (hall 2.2, stand C-04) and will be presenting its full range, including the 650-gram trays. "We have two more months of quality green kiwis available," said LGBI.
"Thanks to our small to medium-sized packing plants where we process the kiwis, we can carefully monitor what happens in the plants. Every single kiwi has our face on it, so we can't afford to make mistakes. Several supermarket chains have understood this, and they consequently choose our products for their Italian premium lines."
"Even though our kiwis are medium to large, LGBI is not obsessed with size. The most important thing is that they taste good. The consumer remembers what the taste was like, while it doesn't matter much to him or her whether a piece of fruit weighs 10 grams more or less," concluded Leonardo Odorizzi.
For more information:
La Grande Bellezza Italiana
Rete di imprese
C.so Milano 36/A – 37138 Verona
segreteria@lagrandebellezzaitaliana.it
www.lagrandebellezzaitaliana.it