The Italian kiwi sector is showing a commitment to quality and a partnership of its leading forces in order to conquer Asian markets. This is why the Origine Group was formed, uniting nine of the largest Italian producers. “The signs emanating from the Asia Fruit Logistica in Hong Kong show that consumption of our product is growing in the Asian markets we deal in, making us optimistic about the 2016 campaign. Our focus must be on quality because consumers, in Italy and Europe, too, demand ever higher standards, so, if we want our product to be valued, we need to give value, and giving value means meeting expectations. Quality is obtained during the season, and the product must be up to the required standards since the consumer is always looking for a good and recognisable product,” said CEO, Alberto Garbuglia. This is why the Sweeki brand unites some of the leading Italian producers. “In Hong Kong we organized an event to present ourselves to the Chinese market. We were able to identify our distributors there and establish a budget for promotions, both in sales outlets and on social media, with interesting results,” said Garbuglia. Undoubtedly, these plans will be affected by the fall in Italian production and the scarcity of the South American product. “This decrease in volumes returns us to a situation of normality following a boom year, but with a high level of quality. We feel confident because the terrible harvest in Chile means that the South American product is quickly running out, so, demand should be high,” said Garbuglia.