Zespri kiwi hits U.S. shelves, SunGold variety featured
Zespri kiwi hits U.S. shelves, SunGold variety featured
Zespri has launched its 2015 kiwifruit season in North America, and the company will focus on and promote its newest variety, SunGold, which will be produced and sold in greater volumes this year.
An attractive, larger kiwifruit with a delicate texture inside a smooth skin, the SunGold kiwifruit appeals to fans of the company's Gold and Green kiwifruit.
“We are ramping up a multimedia campaign in various markets around the country starting the week of 22 June,” Michele Hoard, senior marketing manager of Zespri North America, said in a press release. “Zespri will also be promoting the convenience of eating kiwifruit (with Zespri’s cut-and-scoop method), as well as the great taste of the different varieties and the myriad health properties of Zespri kiwifruit.”
The national campaign will focus on regional television spots and regionally customized programs. The company will implement a well-rounded campaign with sampling and customized point-of-sales marketing. It will also be leveraging its active, well-followed social media accounts. Zespri was one of the first produce organizations to start in this area of marketing.
Zespri's system ensures traceability of every tray of fruit back to its orchard and pack house of origin. The company is 100 percent owned by past and present New Zealand growers, and it accounts for about one-third of globally traded kiwifruit.