Kiwifruit sector's big night out
The turmoil and challenges faced by the kiwifruit industry in the past 30 years were put to one side but not forgotten at a glitzy night for 400 kiwifruit growers and guests in Mt Maunganui recently.
Zespri's president of global sales and marketing, Dan Mathieson, was presented with the Marketing Campaign of the Year award at the Asia Fruit Awards, which were presented by Asiafruit Magazine and Asia Fruit Logistica as part of the annual Asia Fruit Logistica & Asiafruit Congress event.
Asia Fruit Logistica is the leading trade exhibition for Asian fresh produce business and is attended by about 6000 top-level buyers and trade visitors from over 60 countries.
The Asia region accounts for around 60% of Zespri's revenue and is home to Zespri's fastest-growing markets of China and Southeast Asia, as well as Zespri's important and long-standing market, Japan.
In presenting the award, Asia Fruit Logistica and Asiafruit Magazine said: "Zespri was chosen for its success in building its brand profile and loyalty among customers and consumers throughout Asia.
"With core messages centering on the quality, taste and nutritional benefits of its kiwifruit, the company was recognised for adapting those messages to diverse markets and conveying them effectively to consumers via a range of media and in fun ways. Its use of social media and school education programmes to engage consumers in China was also singled out as an example of its innovative activities."
Mathieson says receiving the award was a great recognition of Zespri's innovative and high-profile marketing campaigns across its markets in Asia.
"The Zespri brand is one of the few truly global fruit brands," he says. "The value of our brand comes from a combination of our growers' commitment to quality and our ability to engage with our customers and consumers across Asia and tell them the story behind our fantastic products.
"Being able to connect with customers and consumers in this vital market is critical to Zespri's long-term growth, as the Asia region's economic growth continues."
Mathieson says he was immensely proud of Zespri's Asia-based marketing teams and their work in cementing the Zespri brand in Asia.
"Asia is a demanding place to get your product recognised and build consumer loyalty, particularly when you are operating in the hugely competitive and crowded fresh produce space," Mathieson says.
"While each market in Asia needs its own unique approach in terms of how best to connect with consumers, our marketing is underlined by the key foundations of delivering consistent taste and quality, and promoting the nutritional values of Zespri Kiwifruit."
