Kiwano joins in Cinco de Mayo celebrations
Bay of Plenty, New Zealand - New Zealand Kiwano grower Enzed Exotics is launching a new Cinco de Mayo-themed campaign aimed at opening US consumers’ eyes to the versatility of its naturally grown Kiwano fruit.
Enzed Exotics grows Kiwano in the North Island’s famed Bay of Plenty growing region. Owner Vanessa Hutchings said the refreshing, not overly sweet flavour of Kiwano was a natural match for Mexican flavours.
“Kiwano pulp can be stirred through fresh salsas, salads and guacamole to add flavour, without adding extra salts or fats. In the same way it can be used to add freshness to grilled meats and fish, or add interest and texture for taco toppings. What’s more, it’s a fun fruit with loads of personality. Mexican food is all about celebration, flavour and colour – and with the Kiwano’s bright green pulp and vibrant orange skin, it’s got that in spades.”
For retailers, Hutchings says the Kiwano could be an exciting new addition and natural partner to classic Cinco de Mayo produce such as tomatoes, avocados, chillis, limes and corn.
“Cinco de Mayo is a great occasion to celebrate Mexican food, which has a strong affinity with fresh produce. Kiwano will be a real eye-catcher in a store’s Cinco de Mayo produce display.”
Enzed Exotics will be running an online campaign, offering giveaways and engaging with Instagram influencers to get consumers excited about the Kiwano and how it can be used in Mexican inspired dishes – including cocktails, tacos, salsas and dips.
Hutchings said it was the second year the company had worked with Instagram influencers.
“One of the best things we’ve found about working with foodie influencers is their fresh, individual take on our product. We generally work with what’s termed “micro influencers”, with a following in the 15,000-50,000 range. We’ve found this type of influencer has a high level of engagement with their followers, and are often growing their audience rapidly.”
She said the company’s strong commitment to sustainable farming resonated with many foodie and wellness-themed influencers, who were being contacted by a growing number of brands wanting to form partnerships.
“Because our Kiwano is naturally grown without harsh chemicals and pesticides, it’s a product they can feel really good about promoting to their followers.”
“We’re excited to see what amazing Cinco de Mayo drinks and dishes they are going to create. We’ll also be encouraging our followers to post their own creations using the hashtag #kiwanofiesta.”