Zespri SunGold makes 'great strides' into U.S. market
Since opening offices in North America last year, New Zealand single-desk kiwifruit marketer Zespri has been making 'great strides' into the U.S. market with its SunGold variety.
A release said that overall kiwifruit was 'on trend' and growing fast, with SunGold driving the growth.
“We are set for a strong season from May through November,” Zespri North American market manager Glen Arrowsmith said.
“Our regional market development managers are excited to help retailers build a customized category program developed for the specific shopping patterns of their customers.”
In addition to the regional market development and customized promotional programs, Zespri is supporting retailers with strong marketing campaigns.
The entity is launching its “Sweet Success with SunGold” trade advertising campaign with frequent ads in a variety of print and digital trade publications.
The consumer campaign invites consumers to “Celebrate the SunGold.” The campaign is targeting specific markets with billboard advertising, and social and digital components "designed to convey joy, optimism, and excitement to consumers by leveraging SunGold as a moment of celebration with the season arrival."
“I’m excited about our investment to drive the category,” Arrowsmith added.
“This season is projected to increase in SunGold over last year’s kiwifruit season. Our trade and consumer programs will support this initiative. It really will be a season to celebrate.”