Zespri explores the European market with red kiwi grown in Italy.
The New Zealand company Zespri, world leader in the production of kiwifruit, continues to broaden its horizons in Europe with the launch of pre-commercial trials of its new variety, in Belgium. These tests mark a key step in the company’s expansion strategy, which draws on the cultivation of this red kiwi in Italy to better meet the expectations of European consumers.
The variety, already produced on a large scale for three years in New Zealand, has already conquered several Asian markets thanks to its unique taste, combining sweetness and berry notes. However, Zespri has so far focused its efforts on Asia due to shorter transit times from New Zealand, a necessity for this variety of fruit, which has a shorter shelf life than the brand’s other kiwis , like SunGold and Green.
“We know there is strong demand for red kiwifruit in our other markets, including Europe,” says Steven Martina, President of Zespri Europe on support FruitNet . “That’s why we launched growing trials in Italy, where we produced a limited harvest. »
Zespri is now entering the second phase of these trials with a series of tests in Belgium this fall. Italian RubyRed kiwis will be sold in a limited number of stores as pre-packs, available only in October. According to Martina, this move aims to gather valuable feedback from European consumers to support a possible large-scale launch on the continent.
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With burgeoning European production and already palpable enthusiasm for RubyRed outside of Asia, Zespri appears well positioned to make a significant entry into the European market. While awaiting the results of the tests in Belgium, the New Zealand company remains optimistic about the future of this variety on the shelves of European supermarkets.
