EU: Zespri ready to kick off NZ kiwifruit season

The 2012 New Zealand kiwifruit season is about to kick off. On Thursday evening, 3rd of May, the first vessel "the Hawk Bay" is expected to arrive in the port of Zeebrugge. Several other vessels will arrive in the following weeks with first arrival in the southern European port of Tarragona planned on Saturday the 12th of May.

The European ZESPRI team is ready to go and plans a range of marketing and communication campaigns across Europe to boost the consumption of kiwifruit and to have a strong season start.

TV campaigns are planned in Spain, Italy, Belgium and the Netherlands.
In Belgium, Holland, Italy and Spain, a national promotion will target mainly specialized Fruit shops. They will be heavily supported with POS material and a consumer promotion with attractive prizes will be rolled out through their shops.

The 2012 promotion program in Germany is oriented towards the supermarkets. In collaboration with them, ZESPRI has developed a promotion with attractive prizes to support kiwifruit sales and consumption across the country. This is supported with an online advertising campaign. A mix of competitions and content is presented on targeted websites, steering consumer to daily consumption of kiwifruit.

As additional support, a range of school activities will run in the different countries next to a program for health professionals, both focusing on the health and nutritional benefits of kiwifruit.

For more information:
Nele Moorthamers
[email protected]