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PHOTO COURTESY OF MELISSA’S/WORLD VARIETY PRODUCE
Robert Schueller, the director of public relations for Melissa’s/World Variety Produce says, ‘In Australia we have seen a rise of 5 percent in our imports of mangos (from December through February).’
“We want to get the general public thinking about the food on their plate and con- necting with the growers who produce it. This is a great way to tell our story and put a hu- man face on horticulture.”
— Mike Chapman, Horticulture New Zealand
Zespri encourages retailers to continue to promote the SunGold variety to increase incremental sales. “SunGold is still new to the category, and consumers can’t seem to get enough of its sweet, tropical taste,” says Deaton. “We offer customized category programs and promotions through regional market develop- ment managers, developed around each retail- er’s specific needs due to customer shopping patterns. Retailers are also encouraged to utilize available point-of-purchase displays and other merchandising material.”
As snacking and healthful eating continue to be major growth trends in the overall food category, retailers can promote kiwifruit as healthy options for lunches or snack. “It’s an ideal portable fruit – you just cut, scoop and enjoy,” says Deaton. “Kiwifruit is one of the most nutritious fruits, with a combination of fiber, antioxidants vitamins and minerals.”
To aid retailers in connecting with consumers, Horticulture New Zealand launched Growers of New Zealand as an Instagram campaign, aimed at featuring a grower and crop each week. “We want to get the general public thinking about the food on their plate and connecting with the growers who produce it,” says Chapman. “This is a great way to tell our story and put a human face on horticulture. Consumers increasingly want to know where their produce comes from.” (The page can be found at: instagram. com/growersofnz)
Chapman reports the campaign hit 400 followers since October, and the goal is to reach at least 1000 before 2018 end. “We’re trying to alternate between staples and some of the more obscure crops,” he says. “We try to focus on the human element of growing; rather than talking about techniques and technology, we want to introduce the people behind the food. Whether that’s the owners and operators or the people in the fields and packhouses, they all contribute to New Zealand’s food story.” pb
5,400-percent increase. “Within the kiwifruit category, Golden kiwifruit drove the category dollar gain with sales increasing 125 percent for the 52 weeks ending Dec. 3, 2017,” says Deaton. “Zespri’s SunGold kiwifruit led the growth and represents 80 percent of the Golden kiwifruit category with 27.8 million pounds sold to establish a new sales record.”
PROMOTION TIPS
The qualities and freshness of produce from this region present unique promotion opportunities. Melissa’s Schueller suggests retailers can take advantage by looking below the equator for exotic fruits. “Strong growth shows Australian mango and New Zealand kiwiberries and passion fruit are the more popular ones,” he says. “Australian lychees are another great item during February.”
Schueller recommends exotic themes and tying products into Chinese New Year
and Valentine’s Day promotions. “These are higher-end produce items,” he says. “These exotic and tropical flavors come at a time of the season when the fruit department is not so full of variety.”
Because kiwano is a lesser known fruit, Enzed reports working with a few clients around a “try something new this week” or “Kiwano 101” theme. “These are short guides for their social media channels that let people know how the fruit looks inside, tastes, and how to use it,” says Hutchings.
Kiwi is another easy and successful item, according to Redner’s Stiles. “Kiwis are always a good promotional item,” he says. “Even if they’re not at a promotional price, you can still tie them in with a lot of other fruit and collect those extra sales. We often mix kiwi with our cut fruit. Just three or four slices in with mixed fruit gives extra color and attracts shopper attention.”
Giumarra will offer New Zealand-grown Lemonade apples to the North American market during May through August.
52 / APRIL 2018 / PRODUCE BUSINESS
PHOTO COURTESY OF GIUMARRA