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Zespri launches SunGold marketing drive in North America

Zespri launches SunGold marketing drive in North America
Photo: Zespri

Zespri has commenced its 2021 SunGold kiwifruit marketing campaign in North America, with the first fruit to arrive in mid-May. According to Zespri, SunGold is now the top-growing kiwifruit and retailers can drive sales by making it easier to find. Shoppers are better able to locate SunGold in the produce section with its newly designed vertical packaging, which is stackable and easier to merchandise.

Shopper marketing manager Sarah Deaton said: “Zespri is the world leader in premium kiwifruit and our kiwi is outpacing total fruit growth by eight points. With Zespri SunGold Kiwifruit we achieved 47% sales growth through 2020 and there is continued high consumer demand making it a basket value driver. Our market development managers are available to help retailers develop in-store promotions created specifically for their shoppers to increase sales.”

To build on the success of its popular SunGold Kiwifruit variety, Zespri is introducing “Taste It To Believe It,” a 360º marketing campaign highlighting the unexpected flavour experience consumers have when they try a SunGold kiwifruit for the first time.

Consumers will be enticed to try Zespri SunGold Kiwifruit through various touchpoints during Zespri’s consumer sampling programme across the US. The digital component will include social, email, online video and display advertising in addition to driving trial with Free Standing Inserts, direct mail, Ibotta and coupons.com campaign and event activations. The consumer campaign will carry through Zespri’s updated creative on the in-store display showing the yellow, juicy texture of SunGold kiwifruit and “Tastes Like Wow” graphics along with nutritional information.

“The bold graphic on the packaging sleeve and display captures the burst of flavour consumers get when they bite into Zespri SunGold Kiwifruit,” said Deaton. 

Retailers are encouraged to build large, eye-catching displays in and out of the produce section to drive incremental sales. As an example, one retailer featured Zespri SunGold Kiwifruit for a month, which included a TPR and three display bins at the front of the store.

 

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Zespri appoint new North America chief and prepare to open New York office

Zespri appoint new North America chief and prepare to open New York office
Photo: Dan Riley, Market Manager North America – Zespri

Zespri has announced the opening of a New York office in 2022 and the appointment of a new chief for North America. Dan Riley will take over from Glen Arrowsmith as market manager North America in addition to launching the New York office. 

Giorgio Comino, executive officer Europe and North America, said, “We would like to thank Glen for successfully laying the foundation of our North American business. He has been a key pillar in building the business and organisation into what it is today – a thriving business with an exceptionally engaged and high-performing team. We are also excited to have Dan join our team as he brings width and depth of commercial experience and business leadership. As he builds on the strong foundation that Glen spearheaded, we can bring our growth to the next level in the coming years.”

Prior to joining Zespri, Riley held various sales roles at PespsiCo, Nestle’ Waters and Coca Cola, where he progressed to the role of Regional Director, Venturing and Emerging Brands. He has a strong background in sales leadership across mature and emerging brands; coaching and developing sales teams; building distribution networks; and nurturing consumer relationships.

His more recent positions include entrepreneurial start-ups including Vice President of National Sales with Cloud Water brands.

“I am excited to be joining such an outstanding organization as Zespri. I feel privileged to have the opportunity to lead this exceptional brand team in North America, and I look forward to supporting and strengthening our distributor and customer partnerships at the start of the new season and beyond,” said Riley.

 

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Chilean kiwi lands in North America

Chilean kiwi lands in North America

This season will see Chile send its first kiwis to North America. To mark this historic achievement, there will be promotions in retail outlets and on social media from June to September. In recent years, Chile has seen a substantial expansion in its production of the fruit. Chilean kiwi will compete in the North American market with South American fruit. Last year, almost 11,000 tons of South African kiwi landed on the shelves of North American retailers.

Following a dry and hot summer, Chile’s 2019 crop has record levels of dry matter, according to the Chilean Fresh Fruit Association. This translates as quality fruit with consistent ripeness along the supply chain. The fruit is also of a large calibre, between Size 30 and 33.

Chile’s first small shipments of green kiwi arrived in North America in Week 12. Weekly shipments are expected to increase steadily until September.

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Global Green Team exports peppers to China

After years of preparations, the first Dutch peppers will be exported to China mid July, said Paul Schriel, sales manager at Global Green Team, a Dutch fruit and vegetable trading company that operates worldwide.

After years of preparations, the first Dutch peppers will be exported to China mid July, said Paul Schriel, sales manager at Global Green Team, a Dutch fruit and vegetable trading company that operates worldwide. “We are accessing a market with a huge potential where we can distinguish ourselves by guaranteeing healthy and safe products,” Schriel said.

The exports are the end result of the lengthy process of the development of a protocol with both the Dutch and Chinese authorities and joint inspections. Many of the precautions revolve around preventing the presence of unwanted flies and strict compliance to the protocol.

“The current exports are meant to optimise routing, registration and inspections and after evaluation will lead to the possibility of China opening to pepper exports in 2017.

“That could open up the way for a follow-up with for instance tomatoes,”Schriel said. It leads him to conclude that the opening of new markets in the Far East is a healthy development.

Global Green Team local production in North America

Besides the Far and Middle East, Global Green Team has a focus on North America, where it sells the majority of its tomatoes and peppers grown in the Netherlands and locally.

Food miles are an issue that Global Green Team addresses by setting up local production.

“If you can show that your products are produced locally, you have an advantage,“ Schriel said.

The transfer of knowledge and quality assurance play a role in that process.

”The Dutch law has a very sharp focus on quality and that is a good indicator of the product that Global Green Team offers. We are strict on the quality we want to deliver and our quality team monitors that. Also we provide guidance to our growers,” he said.

Schriel sees growing demand for organic fresh produce, especially in the US and Canada. He said organic production is intensifying and production yields improving. This is the outcome of an increasingly better understanding of organic production and selection of varieties, he said.

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Frieda – ready for the veg-olution

“With the Meatless Monday movement continuing to gain popularity and vegetable spiralisers flying off the shelf, it’s easy to see that vegetables are gaining ground as the star players in restaurants as well as at home,” said Karen Caplan.

This year’s food trends lead to the produce department of  Frieda’s Specialty. From the clean-eating movement to a more vegetable-centric menu, this American company promises a great vegetable revolution in 2016.

More and more shoppers in North America are cutting out processed food and artificial ingredients from their diets, switching to more fresh ingredients instead. That´s why American company Frieda takes advantage of this trend and keeps shoppers coming back for more by consistently stocking the produce department with a variety of nutrient-dense vegetables like Sunchokes® and Stokes Purple™ Sweet Potatoes, and flavour boosters like ginger, fresh chilli peppers, along with various onions.  

“With the Meatless Monday movement continuing to gain popularity and vegetable spiralisers flying off the shelf, it’s easy to see that vegetables are gaining ground as the star players in restaurants as well as at home,” said Karen Caplan.

“Coloured carrot and courgette ribbons are nudging out actual pasta, and roasted root vegetables such as celery root and colourful beet varieties are taking over more plate space at dinner time.”
Frieda’s Specialty Produce celebrates a 53-year legacy of inspiring new food experiences for friends, family, and food lovers everywhere. Credited with introducing more than 200 specialty fruits and vegetables to US supermarkets, Frieda’s has helped launch unique items like Stokes Purple® Sweet Potatoes, Sangria Artichokes, Habanero Peppers, Sunchokes® and Organic Finger Limes.

Founded in 1962 by produce industry icon Dr Frieda Rapoport Caplan, subject of the 2015 documentary “Fear No Fruit,” the family company is now owned and run by Frieda’s daughters, Karen Caplan and Jackie Caplan Wiggins, based in Orange County, California.