NZ company struggles to market feijoas to the world
Physically they are unassuming, a little like oval limes of a darker green, but it is proving "rather challenging" for Pole to Pole, the company "on a mission to promote NZ Feijoas around the world!" to increase the popularity of the fruit in other countries.
Pole to Pole, based in New Zealand's Bay of Plenty region, export Zeijoa-brand feijoas around the world. Its target market is clear: New Zealand has one of the largest diasporas of any country in the world, with an estimated 600,000 citizens in Australia alone. Forget about not being able to vote, or the university fees hike: New Zealanders never feel less at home in Australia than for the three months of the year friends and family back home are experiencing peak feijoa fatigue.
Mr Todd Abrahams, managing director of Pole to Pole and director of the grower-owned Zeijoa brand, formed in 2014, says Australia is a great market, despite its "stringent" requirements on imported fruits. "There's a lot of expat Kiwis there that can tell their friends," he says.
Read more at straitstimes.com.
