SunGold named German fruit product of year

Zespri SunGold tasting in Germany. Photo / Supplied

Zespri's SunGold branded kiwifruit has been named fruit and vegetable product of the year by Lebensmittel Praxis, one of Germany's leading grocery trade publications.

The award, which is based on a broad survey of consumers living in Germany aged between 18 and 65, had reportedly only been won previously by vegetable products.

"We are really happy about this award, because it shows that we can inspire those who consume our products," said Andreas Borgers, the company's marketing manager for Germany.

"Our goal for 2016 is to give more people the opportunity to try our Zespri SunGold, because taste and quality speak for themselves. Naturally that also means substantial potential sales for our trade partners."

The SunGold (G3) variety, which has largely replaced Psa-vulnerable Hort 16 Gold, has been introduced over the past few years in Zespri's main production areas. Production is now above where it peaked for Hort16A, and marketing of G3 in Europe has been stepped up, based on a Europe-wide strategic plan overseen by Zespri's Belgium-based European headquarters.

Germany has been a major marketing focus, with a total of 65 promoters giving away some 165,000 individual SunGold kiwifruit to consumers in Dusseldorf, Hamburg and Berlin during special tasting events this year. The tastings were accompanied by wide-reaching PR and advertising campaigns, the latter featuring billboards, radio and television spots, collaborations with print and online media, social media promotions and "guerilla" tactics. A national roadshow included 15 Zespri-branded vehicles visiting participating markets.

Zespri executives have consistently emphasised the need to heavily promote kiwifruit to its international markets, especially with volumes of both green and gold expected to continue to grow strongly.