The balance of the first promotional activities for the kiwi Sweeki in MercaMadrid is very positive. Alessio Orlandi, general manager of ORIGINE GROUP, is satisfied: “We are planning activity promotions for other two weekends in the wholesale of the Spanish capital market. We will be set up dedicated desks to the new premium brand of our kiwi with tasting to discover the characteristics of this high quality Italian kiwi. The reactions of consumers after the first weekend have been interest and appreciation, supported by an extensive advertising campaign in and out MercaMadrid. The target of Sweeki is to be positioned in the premium segment where only high brix batches and rigid selection of fruits can stay. And tastings have confirmed it. “
Since last weekend the promotion also involved Frutería Gold Gourmet, in the prestigious Platea district (http://plateamadrid.com/), in the city center of the Spanish capital (this is the Frutería link: http: //plateamadrid.com/que-hay/gold-gourmet/).
Every Friday and Saturday in the wholesale market and in the store, are set up desks dedicated to the kiwi Sweeki with tasting to discover its features. Customers of Frutería Gold Gourmet particularly appreciated the sweetness of Sweeki, along with the refreshing and the high caliber taste.
“The final balance will be drawn at the end of promotions – concludes Orlandi – but we can already anticipate that the Spanish market, important for per capita consumption, is proving very receptive to our kiwi, whose quality is appreciated, along with the sweetness and the excellent quality / price ratio. We believe that we can grow up: the Spanish market for the kiwi is growing and the Spanish kiwi is covering only the 11% of the demand and 89% of kiwis are imported”.
- Origine Group / Facts
The consortium Origine Group was founded August 2015 from the strategic alliance between nine leading companies in Italy and Europe in the production and trading of fresh fruit and vegetables. The consortium – established by Afe, Apofruit, Fruit C2, Gran Frutta Zani, Kiwi Uno, Op Kiwi Sole, Pempa-Corer, Salvi-Unacoa, Spreafico – represents companies already firmly present on the domestic and international markets, with a total turnover of over 900 millions euro, which have joined their resources to provide a top quality product, working together on innovation and new varieties to look out into new emerging markets. This new alliance of Italian leading companies begins focusing its interest in two outstanding products of national fruit and vegetable basket, pears and kiwi, but the goal is to widen the interest also in other products. The production potential is over 200.000 tons of kiwi and pears. Two brands available: Sweeki for kiwi and PeraItalia for pears.