This year, Zespri, the world’s largest marketer of kiwifruit, is planning roadshow programs in support The Great Kiwi Adventure sweepstakes, for which it will deploy mobile merchandising teams over the summer in Milwaukee/Madison, Wis.; Minneapolis/St. Paul, Minn.; New York; and northern and Southern California. The programs feature such elements as kiwifruit-wrapped vehicles, demos and power-hour tastings, enhanced by the presence of trained brand ambassadors.

The winner of the sweepstakes will receive a trip for four to New Zealand, complete with seven nights’ accommodation and numerous day trips. According to Karen Brux, market manager for Redwood City, Calif.-based Zespri International North America: “The sweepstakes is a great way of bringing our New Zealand heritage alive, while highlighting everything that makes ZESPRI unique. Retailers and wholesalers are excited about potentially having their customers win and are working with us on many different levels to promote the sweepstakes.”

Additionally, based on strong sales of kiwifruit among ethnic retailers, ZESPRI will hold in-store demos at select Asian markets. “Ethnic markets continue to be important to Zespri because of the high value their customers place on fresh produce,” noted Brux. The marketer also provides outreach to Chinese and Korean press and social media posts. In Texas, Zespri will team up with Tjian, a popular Latino fruit and snack seasoning, for in-store demos at a prominent chain targeting Hispanic shoppers.

As if all of that activity weren’t enough, a new eye-catching shipper/display unit will offer select retailers more display space for Zespri Kiwifruit. Featuring an attractive flared top, the bright Kiwi-green shipper bears SuperFruit nutrition messaging on its side. To further publicize kiwifruit’s formidable nutritional profile, Zespri is working to educate consumers with company dietitians at a Midwest chain, through such methods as demos and ads. Yet another chain will highlight how kiwifruit can be enjoyed as more than an out-of-hand snack by holding kiwifruit recipe samplings at all of its stores.

For more information about ZESPRI’s 2010 retail promotion program, or The Great Kiwi Adventure, contact Brux at karen.brux@earthlink.net or visit www.zesprikiwi.com/retailers.htm.