Bangkok--22 May--Grayling
The world’s largest marketer of kiwifruit has targeted Thailand as a market of long term strategic growth.
ZESPRI International, the marketer of New Zealand kiwifruit, launched its 2009 campaign “Xtreme Nutrition. Xtreme Vitality” today, seeking to build on Thai consumer response from last year, and ambitious plans for long term growth in Thailand as part of its overall SE Asian strategy.
“Last year consumption of ZESPRI kiwifruit in Thailand increased 50%,” said ZESPRI International Southeast Asia Market Manager, Mr Daniel Mathieson.
“Total volumes are still low at just 120,000 trays, but the response to our campaign last year has given us the confidence that there is still a large untapped demand in Thailand.”
“Thai consumers love their fruit and are already conscious of the importance of nutrition. ZESPRI kiwifruit is a ‘nutrition powerhouse’ and one of the most nutrient dense fruits in the world. We think there is natural fit between our fruit and Thai consumers. This is what we will be trying to build upon.”
Mr Mathieson said ZESPRI planned to double its sales in Thailand this year, and progressively build its market share and consumer acceptance year on year.
“We are not in a hurry because we know the growth will come from people learning about the true nutritional benefits, as well as enjoying the flavour of the fruit.”
“While many people know of the GREEN kiwifruit, relatively few are aware they can now buy ZESPRI GOLD kiwifruit in Thailand.”
“ZESPRI GOLD was developed not just as another colour, but to bring a fruit to the market which specifically boosts the body’s natural defence mechanisms through higher levels of vitamin C and folate, something particularly important for pregnant mothers. The GOLD fruit also had a sweeter taste which had proven very popular with consumers in other Asian markets such as Japan and Korea.”
A key element of ZESPRI’s growth strategy will be a combination of educational point of sale material in stores, training of retailer staff, a school education programme and media activity demonstrating the health benefits from eating kiwifruit.
From June onwards, ZESPRI will run a school education programme expanding to 30-40 schools in Bangkok including kindergarten and primary levels. The programme aims to educate children about importance of good nutrition and Zespri’s nutritional value. In-store activities will begin in July, October and November at key retail stores in Bangkok, to inform customers about the significantly beneficial effect on the body’s natural defence system of ZESPRI kiwifruit.
Commenting on early demand for the fruit this year Mr Mathieson said response had been outstanding.
“Our orders so far are running at twice the level we were at this time last year. It has been a very promising start”.
ZESPRI is now available in all leading department stores and retailers including Central Food Hall, Tops, Makro, The Mall’s supermarket, Tesco Lotus, Carrefour, Big C, Foodland, Jusco and Villa Market.
Speaking at the launch of the programme, the New Zealand Ambassador, H.E. Dr Brook Barrington, said ZESPRI kiwifruit was one of the country’s iconic fruits.
“ZESPRI kiwifruit captures many of the qualities New Zealand is already well known for — a clean, green, natural environment which produces fruit and primary produce that consistently top international standards for quality and nutrition.”
“It is a significant and welcome extension of the cultural, educational and tourism links Thailand and New Zealand have shared going back many years.”
The launch was also attended by key local retailers and importers, members of the New Zealand Thai Alumni Association, the New Zealand Thai Chamber of Commerce, and officials from New Zealand Trade and Enterprise.
Photograph shows (from left) Daniel Mathieson, Market Manager — South East Asia, ZESPRI? International (Asia) Limited, Lynley Drummond, health science manager and the New Zealand Ambassador H.E. Brook Barrington
For more information about this international brand for New Zealand kiwifruit, please visit www.zespri.com
For further media information, please contact:
Suthatip Boonsaeng (08-9924-6464) or Wikanda Promkhuntong (08-7276-9849)
Grayling (Thailand) Tel: 02 635 7151-4 Fax: 02 635 7155
[email protected] / [email protected]