Volumes of Chilean kiwifruit are increasing into the United States as another shipload is due to arrive shortly. The season is expected to really ramp up at the beginning of next month as peak volumes start and are scheduled to continue throughout the summer and into early fall. Importers have noted that weather conditions during the Southern hemisphere summer have been conducive to larger fruit sizes.
"Chilean Kiwifruit season has arrived, with nearly 11,000 tons of kiwifruit shipped to North America season to date," said Karen Brux of the Chilean Fresh Fruit Association. "Chile started shipping small volumes of green kiwifruit to North America in Week 12, with weekly shipments steadily increasing and continuing into September. Fruit sizing is larger than the previous year, with the majority of volume falling between Size 30 and 33. A dry, hot summer and increasingly stricter harvesting parameters by Chilean Kiwifruit Committee members have yielded high quality, more uniform fruit with strong storage potential."
Plenty of 'dry matter' in the fruit this year
According to the Chilean Kiwifruit Committee, the amount of dry matter in the kiwifruit this year is considerably more than past years. Dry matter is all the substance of the fruit minus the water and the significance of this means that quality and ripeness will be consistent all along the supply chain.
"Dry matter has risen to historically high levels this year," states Carlos Cruzat, Chairman of the Chilean Kiwifruit Committee. "There is a direct link between dry matter and sweetness of fruit. With the high dry matter we’re seeing throughout the industry, we feel confident that consumers are going to have a great experience with Chilean kiwifruit, resulting in repeat purchases and kiwifruit category growth for retailers."
Marketing campaigns begin
With steady volumes now arriving, importers are now launching their marketing campaigns. For the Chilean Kiwifruit Committee, it is their inaugural marketing campaign for North America and they will be running retail and social media promotions from June through September. The Chilean Fresh Fruit Association’s (CFFA) merchandisers are finalizing retail promotional programs, both in-store and online, that will take place between June and August.
“Kiwifruit is an amazing fruit," Brux shared. "From its fresh, tangy-sweet taste to its incredible nutrition and health benefits, it really has everything. Our promotions will generate increased kiwifruit sales and shine a light on the potential of kiwifruit to become a bigger player in the produce department."
"In addition to retail programs, the CFFA is also undertaking an extensive social media program, sharing nutrition info, usage ideas, new recipes, recipe videos and season updates with their 350,000 Facebook fans," she added. "Social media promotions will run throughout the season, with both consumer and trade e-newsletters keeping the focus on Chilean Kiwifruit. Media dietitians will further extend consumer reach with TV segments in major markets."
For more information:
Karen Brux
Chilean Fresh Fruit Association
Ph: +1 (650) 654-0777
karenbrux@gmail.com
www.fruitsfromchile.com