Zespri Kiwifruit takes retail show on the road

ZESPRI always moves into a new season with zest and verve, and 2010 is no exception. Projecting beyond the retail trade's traditional tactics of ads and demos, ZESPRI has chosen to partner with retailers on promotions that engage consumers and direct maximum impact to the point of sale. The world's largest marketer of kiwifruit also works with wholesalers across the country to reach independent retailers and produce stores, which are important outlets for ZESPRI Kiwifruit.

This year, ZESPRI is planning roadshow programs and will deploy mobile merchandising teams during the summer season in Milwaukee/Madison, Minneapolis/St Paul, New York, and Northern and Southern California. These programs include a variety of elements, such as kiwifruit-wrapped vehicles, demos and power-hour tastings, complete with trained brand ambassadors.

The roadshows, along with other consumer outreach programs, encourage all to enter The Great Kiwi Adventure sweepstakes - www.thegreatkiwiadventure.com. The lucky winner will receive a trip for four (4) to New Zealand, complete with seven (7) nights accommodation and numerous day trips. Comments Karen Brux, market manager for ZESPRI International North America, "The sweepstakes is a great way of bringing our New Zealand heritage alive, while highlighting everything that makes ZESPRI unique. Retailers and wholesalers are excited about potentially having their customers win and are working with us on many different levels to promote the sweepstakes."

Based on strong sales of kiwifruit among ethnic retailers, ZESPRI will go into select Asian markets with in-store demos. "Ethnic markets continue to be important to ZESPRI because of the high value their customers place on fresh produce," says Brux.

ZESPRI provides additional support with outreach to Chinese and Korean press and social media posts. In Texas, ZESPRI will team up with Tjian, a popular Latino fruit and snack seasoning, for in-store demos at a prominent chain catering to Hispanic
customers.

For select retailers, a new eye-catching shipper/display unit will provide more display space for ZESPRI Kiwifruit. Canvassed in bright Kiwi-green, with an attractive flared top, the shipper delivers SuperFruit nutrition messaging on the side. To publicize the Kiwifruit's impressive nutritional punch (more nutrient-dense than comparable popular fruits) ZESPRI is also working to educate consumers with staff dietitians at a Midwest chain, in conjunction with demos and ads. Another chain will showcase how kiwifruit can be enjoyed as more than an out-of-hand snack, and will feature kiwifruit recipe samplings at all stores.