Zespri sweetens outlook for kiwis

Zespri sweetens outlook for kiwis

Zespri International Ltd, the marketer of kiwi fruit from New Zealand, expects its sales in Thailand will expand by 20% this year.

Ms Lee (left) and Ms Chortip show the fruits of their labour.

New marketing activities aimed at promoting more consumption of the fruit among Thais will be the growth driver.

Zespri, which sells kiwi fruit in more than 60 markets and dominates the market in Thailand, said imported kiwi sales grew 29% from 2011-12 thanks to the fruit's nutritional value.

The Thai Customs Department reported its value at 101 million baht in 2011, growing to 131 million last year, said Judy Lee, Zespri's marketing manager for Southeast Asia, the Far East and Russia.

Imported New Zealand kiwi fruit owns an 88% market share in Thailand, with the rest coming from France, China, Australia, the US, Japan and Indonesia.

Chortip Pramoolpol, Zespri's Thai marketing manager, said the import volume of kiwi fruit from New Zealand rose by 17% from 2011-12.

Thailand imported 1,437 tonnes of kiwi fruit in 2011, expanding to 1,685 tonnes a year later.

In terms of quantity, New Zealand controls an 85% market share.

To meet its growth projection this year, Zespri has allotted 12 million baht for marketing under the "Your Daily Scoop of Amazing!" campaign.

The promotion features menus with kiwi as a key ingredient.

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