Eurobanan, successful campaign with Kiwiberico

The latest campaign for Eurobanan was highly positive, confirms Director General Joaquin Rey: “We have a product that is gaining wide acceptance by consumers and having a brand that makes reference to its source helps position it.” In 2013 they traded around 10,000 tons of Kiwiberico, of which some 400 t was organic, and they expect to repeat similar volumes in the 2013/2014 campaign. 
Switzerland, Holland, Ireland and the UK are still the main markets. Most progress and growth has taken place in the “ready-to-eat” or “5th range” sector, since the end client appreciates it when products with great flavour reach them at their optimum stage of ripeness.  
In the Northern Hemisphere, France used to be the only reference for flavour and sweetness, and now, thanks to their star kiwi product, Kiwiberico, they have managed to increase this supply and even improve on it. With Kiwiberico they have made a strong commitment to the most innovating market strategies to achieve their final objective, i.e. to bring the customer a healthy and beneficial product with an unmistakable flavour, while encouraging a heart-healthy life by eating fruit and vegetables, along with regular physical exercise. 
The Eurobanan Director reveals: “The secrets of our kiwi’s success are very basic: we intervene technically in production, conservation and marketing. The fruit is harvested at 7 to 10 degrees Brix (sweetness) and 16 to 18% dry matter (flavour), an improvement of more than two points over kiwis harvested in the same hemisphere in other countries, achieving a product with great flavour, which is what the customer is looking for.” 
Their distribution strategy, as Joaquin Rey explains, is also quite simple: “We aim to reach the highest possible number of consumers. We do it through the means at our disposal to make the end consumer aware of the brand, appreciate the taste and, most of all, repeat their purchase. We have even carried out crossover promotions, for example one we did with Coplaca, where if you buy 1 kg of bananas, you also get a free mesh bag of 4 kiwis. Our brand has also featured in several promotional activities alongside the 5-a-day Association, which specialises in this type of action.” 
KIWIBERICO has a section called KIWIBERICO BIO given over to organic produce. This produce meets all the necessary guidelines to be considered organic, including the absence of chemical fertilisers or pesticides, improved watering treatment for the trees or the purity of the seeds, which have not been genetically treated. All of this gives rise to a kiwi fruit that is 100% natural, with an unmistakable flavour that is also environmentally responsible.