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Zespri™ invites us to discover a delicious way to take care of ourselves

Zespri™ invites us to discover a delicious way to take care of ourselves
Photos: Zespri™

Zespri™ continues to promote vitality as one of its main lines of communication, with the launch of the platform “Taking care of yourself is your pleasure” at the beginning of this year. On this platform, Zespri™ provides ways to take care of our bodies and our minds to feel full of vitality, and to do so without giving up pleasure. In Vitality Space, we find a virtual environment with personalised content, practical resources, positive experiences and advice developed by professionals in the field of nutrition, psychology and personal training, which will allow us to take care of ourselves while enjoying ourselves.

These contents can be adapted to each particular case and we can choose the appropriate information and advice, as well as know our vitality index. Indeed, in Vitality Space, Zespri™ includes a test developed by the multidisciplinary team of experts that devised this initiative to enable us to achieve our purpose and feel more energetic in our everyday lives.

This campaign was launched on social networks on October 20, and will also be shown on TV promotions starring an exceptional ambassador, to be aired from Monday, October 26.

 

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Origine Group reports strong growth in Italian kiwi

Alessandro Zampagna /// Origine Group reports strong growth in Italian kiwi
Alessandro Zampagna (managing director at Origine Group) /// © Eurofresh Distribution

 

The Origine Group has made exceptional progress with Italian kiwi this season. Despite the Covid-19 pandemic coming in the middle of the season, sales are up sharply.

“We have sold 3,300 tons of Italian kiwis on the foreign markets, with an increase of 49% on last season,” said Origine Group managing director, Alessandro Zampagna. “Our efforts to promote our quality products overseas and with targeted European clients have clearly been effective. Up to January the growth was mainly on the overseas markets, while in Europe volumes and prices were not picking up due to the strong competition. With the Coronavirus emergency, everything has changed: Europe has experienced a robust growth in demand and consequently in prices, whereas on the overseas markets we had to deal with a number of different problems, from port blockage to sudden market changes.”

Thus, Origine Group has overall enjoyed a hugely positive season. “We have increased the sales, opened new markets and placed our kiwis on new retail channels, all maintaining and interesting return for the growers, also thanks to our presence on different markets. Our top-quality brand “Sweeki” keeps growing in Asia, and now we hope to resume our projects in China. In North America we keep growing, while in Europe our clients trust our product and service,” said Zampagna – a positive outcome, therefore, in an unprecedented situation. 

Now Origine Group is focused on marketing the quality kiwis of its Chileans members in order to ensure its brands’ all-year-round presence on retailers’ shelves.

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Positive year expected to New Zealand kiwi

Concerns over how to market bumper New Zealand kiwi crop 

With New Zealand’s kiwi harvest due to start soon, and run from early February to early April, a good crop is expected, according to the NZ Kiwiberry Grower Association. Thanks to favourable growing conditions, a good sized and good quality crop is anticipated. Export volume for this season is estimated at 240,000 kg, similar to the last campaign. The fruit is exported worldwide and enjoys great appreciation on the global stage. The main varieties grown in New Zealand are Tahi, Marju Red and Takaka.

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Zespri reveals bold new brand identity

Zespri Director Nathan Flowerday with Linda Mills (Chief Market Performance Officer), Dan Mathieson (CEO), Jiunn Shih (Chief Growth Officer) - © Zespri
5 February 2020

 

Zespri, the world’s leading marketer of kiwifruit, has unveiled its first new look in its 22-year history, with a refreshed brand providing a strong platform for the company to continue its recent growth.

 

Zespri Director Nathan Flowerday with Linda Mills (Chief Market Performance Officer), Dan Mathieson (CEO), Jiunn Shih (Chief Growth Officer) - © Zespri

Zespri Director Nathan Flowerday with Linda Mills (Chief Market Performance Officer), Dan Mathieson (CEO), Jiunn Shih (Chief Growth Officer) – © Zespri

 

With operating revenue of $3.14 billion in 2018/19, Zespri continues to make excellent progress towards its goal of reaching $4.5 billion in sales by 2025, driven by the commitment of its 2,800 New Zealand and 1,500 offshore growers to produce premium-quality kiwifruit.

Revealed at the world’s leading fresh produce exhibition, Berlin Fruit Logistica, the new brand better reflects the company’s purpose which is to help people, communities and the environment thrive through the goodness of kiwifruit.

The refresh includes a new brand vision, a new brand tagline and a new visual identity that captures the burst of flavour consumers get from biting into a Zespri Kiwifruit.

Chief Growth Officer Jiunn Shih says the New Zealand kiwifruit industry has invested significantly in developing the Zespri brand and the refresh was designed to position the company for its next phase of growth.

“We see evidence that consumers today are making more considered purchasing decisions and looking for brands that have a purpose and set of values that they can personally identify with.

“We’re proud of our purpose and our values, including our role as kaitiaki (guardians) for our future generations, and consumers can expect to see that increasingly brought through in our refreshed visual identity.”

Mr. Shih says the refresh had been an extensive process, including looking at how Zespri could better connect emotionally with consumers and build a stronger, more intuitive brand identity.

“We’re confident that our new brand will resonate not only with our loyal fans but pique the interest of new ones, helping differentiate Zespri in the fresh produce market so that we can continue to grow our share of the global fruit bowl.”

Customers and consumers will see a refreshed Zespri logo featuring the use of a green fan, inspired by the vibrant cross-section of a kiwifruit with different shades of green bursts, and a red wordmark reflecting the energy and dynamism of the Zespri brand.

Having worked extensively with some of the world’s leading market research agencies on the development and validation of the new brand direction, Zespri was delighted to see that in testing, the new logo was clearly recognised by regular Zespri users with higher predisposition to choose Zespri.

Mr. Shih says the refreshed brand also recognises the fact that consumers are increasingly health conscious, looking for snacking options that are healthy, tasty and natural. 

“Zespri Kiwifruit are not only among the world’s most nutritious fruits, but they also taste amazing, so consumers can make the better choice of reaching for a snack that is both healthy and delicious.

“And to celebrate the importance of being healthy, we’ve introduced a new tagline, empowering our people to ‘make your healthy irresistible’.”

The new brand will be progressively rolled out across Zespri packaging and collateral and enter markets from May 2020, with Zespri set to make its biggest ever investment in marketing in 2020 to ensure a strong brand impact and reach as many consumers as possible. 

The refresh follows the company’s operating revenue hitting $3 billion for the first time, and its announcement in late 2019 that Zespri is commercialising a new red kiwifruit variety which will play an important role in attracting even more consumers to the kiwifruit category. The company will also host its industry conference – Momentum 2020: Standing Up and Standing Out – next week in New Zealand, which will introduce how Zespri is transforming to a future proof organisation in a fast-changing environment.

“This is a really exciting time for Zespri and our industry on the back of the strong growth we’ve seen and the increasing global demand for nutritious products like our Zespri Kiwifruit.

“We can’t wait to share our new look with growers and consumers, and look forward to helping even more people, communities and the environment around the world thrive through the goodness of kiwifruit in the years ahead”, Mr. Shih says.

 

Source: Press Release
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Italian kiwi to land in South Korea

Italian kiwi to land in South Korea, Credit: Marco Verch (flickr)
Credit: Marco Verch (flickr, https://www.flickr.com/)

 

 

As of November 21st, Italian kiwi gained access to the lucrative South Korean market, with shipments expected for the 2019/2020 campaign. CSO Italy reports that this result is the fruit of lengthy work culminating in inspections carried out from 4 to 8 November by the South Korean authorities in four orchards and establishments across Italy. These on-site surveys are an annual requirement as part of the agreement between the two countries. 

CSO Italy’s international relations manager, Simona Rubbi, said, “I recommend that all operators always pay the utmost attention when exporting to distant and difficult markets and maintain a great sense of collective responsibility.”

There is also good news from Colombia for Italian kiwi farmers, who can resume shipments to the Latin American country after a hiatus of three years, due to the discovery of harmful organisms.

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Prospects of price gains amid smaller European kiwi crop

The world’s top kiwifruit producer and consumer, China, is set to again grow about 1.3 million tons, while the Northern Hemisphere’s next biggest growers, Italy and Greece, are in line for lower output.

Europe’s kiwi growers have hopes for better prices this season with new estimates showing their 2016/17 kiwi volume is forecast to slip 5% on the previous season, to under 700,000 tons. Though kiwi giant China should again come in with 1.3 million tons – double the combined crop of the Southern Hemisphere’s New Zealand and Chile – the total Northern Hemisphere crop is poised to be down 5% to just under 2.03 million tons.

Italy, then Greece, are Europe’s main kiwi producer countries and in the case of the former, Italian produce association CSO expects the major Italian growers and distributors – Apoconerpo, Jingold, Naturitalia, Agrintesa, Spreafico – will harvest 20% less kiwis, a total of 469,000 tons, of which 400,000 tons will be marketed. A key reason is that plantation yields have been below average in southern and central parts of Italy.

Less kiwis from Greece, more from Spain Greek growers expect to harvest 145,000 tons, a result 15% leaner than the previous season. The kiwi plant needs a cold winter, followed by a sunny spring, but winter was mild in the Thessaloniki region, causing bad flowering and less buds. In Spain, however, increased investment in new plantings in Galicia (673 ha now planted) is paying off in the shape of a 12% rise to 16,000 tons, Growers in Turkey and Romania are also planting more kiwi plants and seeing production pick up.

But the broader backdrop of lower European production is generating hopes for better prices among Europe’s growers. This year they expect to fetch €0.35 to €0.40 a kilo for good sizes and quality, while last year the price did not exceed €0.30/kg. This season started well and with demand for premium European kiwi growing. In Italy and France, growers gained licences to grow limited quantities of the yellow kiwi Zespri SunGold.

Boost to kiwi promotions With the EU’s help, growers and packers have developed new promotional activities which will further enhance cooperation and open new markets, and means less kiwis will remain in storage this season. French, Italian and Spanish packers are planning to ship extra fruit to other destinations, such as Japan and Taiwan. And over the next two years, new promotional activities will take place in major cities worldwide, for example, in Toronto and Shanghai. 

LH

This article appeared in the Kiwi produce report in edition 146 of Eurofresh Distribution magazine. Read more from that edition online here.

Read more kiwifruit news here.

 

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Chilean kiwi – diversification push focused on Asian markets

Chile is looking to expand its range of options and thus will continue to seek new alternatives in Asia. As for Europe, it will maintain its presence there but to what degree will depend on the openings that the new European season starting at the end of 2016 brings, as early reports anticipate a significant drop in production – of about 15% – in that market

Exports during Chile’s 2016 kiwi campaign, which began a week late, are expected to slip to about 175,000 tons.

While weather has played a role in this slowdown, the difficult context that faced European producers last season also had an impact, especially in Italy and Greece, with their records of overproduction, small calibres, low prices and large volumes in storage until very late in the season.

All of this held back what is usually an early start by Chile in markets which are normally running low in stocks at the end of the Northern Hemisphere campaign.

As Europe had become a depressed market, Chile’s shipments there dropped from 45% to 38% its exporters turned to Asia for better prospects. India is a good example of why – the country used to take 800 tons but this year has imported a record 3,000 tons, equivalent to 240% growth.

Likewise, imports into China have risen 100%, from 11,000 to 22,000 tons. “Demand in China is growing and also its own crop. Its domestic production is supplemented by imports and that makes it a very attractive market for Chilean exporters.

The size of this market will increase insofar as the Chinese distribution system is able to absorb and mobilise both local production and imported produce, especially to its inland and more distant provinces,” said Chilean Kiwi Committee president Carlos Cruzat.

Chile is looking to expand its range of options and thus will continue to seek new alternatives in Asia.

As for Europe, it will maintain its presence there but to what degree will depend on the openings that the new European season starting at the end of 2016 brings, as early reports anticipate a significant drop in production – of about 15% – in that market.

“The world supply has increased in both volume and market reach, and the results will reflect the quality of the fruit and, of course, the costs,” Cruzat said.

 

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More evidence of kiwifruit’s health benefits

From the digestive system to immunity and metabolic health, an increasing body of research demonstrates how beneficial kiwifruit is for human health.

From the digestive system to immunity and metabolic health, an increasing body of research demonstrates how beneficial kiwifruit is for human health, reports Zespri.

In a press release, the New Zealand-based kiwifruit marketing company said some of the latest research was presented by leading scientists at the first-ever International Symposium on Kiwifruit and Health, held in New Zealand in April.

The symposium brought together nearly 200 global health experts to consider the role of fruit, in particular kiwifruit, in a healthy diet. Among key findings presented:

• Kiwifruit regulates sugar highs and lows in the blood stream.

• New results from human clinical trials reinforce that Zespri Green Kiwifruit improves digestive health function and comfort. This is due to its unique combination of actinidin (a kiwifruit enzyme), fibre and other components.

• Kiwifruit boosts immunity. Eating kiwifruit daily is very effective at increasing blood levels of vitamin C as well as levels in other parts of the body.

Another highlight of the symposium was the finding by Dr John Monro from Plant & Food Research on the glycaemic impact of kiwifruit, namely that kiwifruit helps regulate blood sugar levels.

Delegates also were presented with results from Zespri’s New Zealand arm of a new global clinical trial, which shows that eating two green kiwifruit a day significantly improves bowel function.

Keynote speaker Professor Jacob Seidell, an obesity specialist from Vrije Universiteit in Amsterdam said there is now general consensus that for much of the world, nutrient-poor food is a key driver in escalating rates of obesity and related chronic disease. “Improved health outcomes are associated with diets high in nutrient-rich, low energy-dense fruit – such as kiwifruit,” he said.

Zespri’s Innovation Leader for Health and Nutrition, Dr Juliet Ansell, said there were exciting research results from new scientific studies. “We know that the more people hear about the health benefits of kiwifruit the more they consume,” she said.

With sales revenues of $1.57 billion in 2014/15, Zespri is one of the world’s most successful horticulture marketing companies and the Zespri brand is recognised as the world leader in premium quality kiwifruit.

On behalf of its 2,500 growers in New Zealand and 1,200 growers based elsewhere, Zespri manages kiwifruit innovation and supply management, distribution management and marketing of Zespri Green, Zespri SunGold, Zespri Organic, Zespri Gold and Zespri Sweet Green Kiwifruit.

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NZ kiwi exports set to soar from 2017

In the next 4-5 years, NZ kiwi export volumes are poised to jump up about 20% to reach levels up to 550,000 tons per annum.

Last year was a bumper one for the New Zealand kiwifruit industry with production up 30% to 475,000 tons, exports up 31% to 454,000 tons, and FOB export receipts up 43% to NZ $1.44 billion yoy, reports the USDA.

This year is forecast to be one of consolidation with production and exports up just 1.5% to 482,400 and 460,400 tons respectively.

But over the next 4-5 years, export volumes are likely to resume a faster growth rate, expanding by an estimated additional 20% to reach levels of around 540,000 to 550,000 tons per annum, according to the USDA’s Kiwifruit Sector Report for 2016.

Rise of the Gold kiwifruit variety “G3”

The impressive 31% increase in exports last year over exports in 2014 “is testament to how quickly growers have been able to get the new Gold G3 variety up to mature yields and the superb growing season in 2014/15, which maximised yields in the orchards,” the report says.

And while this year little growth is expected in overall kiwi exports, the variety mix exported will change considerably with Gold kiwifruit volumes up by an estimated 30% and comprising 36% of the total volume of kiwifruit exported from New Zealand.

Export markets

Zespri Gold sells at a premium to virtually all other kiwifruit. The northern E.U. takes the biggest volume of NZ kiwi exports but at a significantly lower FOB price per ton (44% less) than Japan. This is not just due to higher prices for all kiwifruit in Japan, but reflects that Gold kiwifruit comprise 36% of all kiwifruit sold in Japan and just 17% in Northern E.U.

The report says a core strategy for Zespri in order to maintain current price/demand relationships in its more mature markets, amid the increased supply expected in the next four years, is to invest strongly in developing markets. For Zespri these are: China, Latin America (especially Brazil), Turkey, the Middle-East, Mexico and South Korea.

Read Gain report NZ1601, March 24, 2016, “Kiwifruit Sector Report – 2016”

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Kiwi from Chile: ripening is key

In Chile, the Chilean kiwi committee, alongside a group of experts from the PUC  University, has carried out in-depth research to identify the critical variables so that the outer skin, heart and pulp all ripen evenly.

Kiwifruit, just like bananas, mangoes and avocados, needs to be ripened. If the product is not properly ripened, it runs a considerable risk of being deemed bad fruit. The satisfaction rating of kiwifruit end consumers is currently rather erratic.

For the outcome to be consistent, kiwi ripening does not take place on the plant, so a transforming process is necessary. The key to achieving it lies in maintaining a clear and well-organised process, where exporter and recipient have clearly demarcated functions and responsibilities.

In Chile, the Chilean kiwi committee, alongside a group of experts from the PUC University, has carried out in-depth research to identify the critical variables so that the outer skin, heart and pulp all ripen evenly.

“This way, we managed to determine the exact steps to follow in every link of the production chain to achieve preconditioned fruit that can be properly ripened,” the Chilean Kiwi Committee said.