Thirsty vines Summer girdling Compost teas Organic marketing The ...
Thirsty vines Summer girdling Compost teas Organic marketing The ...
Thirsty vines Summer girdling Compost teas Organic marketing The ...
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
38<br />
<strong>Organic</strong> O<br />
Marketing 2007<br />
Tom McLaughlin - ZESPRI ORGANIC Category Manager<br />
MARKET PERFORMANCE STRONG<br />
ZESPRI ORGANIC Kiwifruit performed rather well in the markets<br />
this season and if it wasn’t for the stubbornly high New Zealand<br />
dollar, grower returns would have looked considerably better. All<br />
categories had volume increases but organics certainly had their<br />
work cut out with a massive 25 per cent increase in volume and a<br />
considerably smaller size profi le over 2006.<br />
PRICE PREMIUMS ACHIEVED<br />
ZESPRI ORGANIC continues to receive price premiums in all<br />
markets. Taking account of the smaller profi le, organic price<br />
premiums over conventional ranged from 13 per cent in Japan, 18<br />
per cent in Europe, 30 per cent in Korea and to 50 per cent in the<br />
US. ZESPRI’s ORGANIC category manager Tom McLaughlin said he<br />
was very pleased with the premiums. “Our markets have worked<br />
hard for these premiums. ZESPRI Kiwifruit is already priced at a<br />
premium so it’s a tough task to convince customers to pay an<br />
additional premium for ZESPRI ORGANIC.”<br />
TRADITIONAL EUROPEAN MARKETS SHINE<br />
Europe got off to a fl ying start in 2007 with 60,000 TE’s shipped in<br />
week 15, a record early organic shipment to this destination.<br />
“<strong>The</strong> early shipment to Europe meant 60,000 trays were sold at the<br />
beginning and not at the end of the season where extra costs<br />
are incurred.<br />
“It was an excellent start and one we must repeat in 2008 to secure<br />
that early shelf space,” says Tom.<br />
Edeka <strong>Organic</strong> promotion Germany<br />
Port International Wholesale market Hamburg, Germany<br />
Our European markets managed some impressive increases in<br />
sales volumes to shift the larger crop. This included Austria up 250<br />
per cent, Sweden up 44 per cent, Germany up 32 per cent, France<br />
up 40 per cent, United Kingdom up 26 per cent, and Italy up 15 per<br />
cent. ZESPRI market managers were happy to see signifi cant growth<br />
coming from the traditionally strong organic nations, particularly<br />
from some of those countries where support had waned in recent<br />
years. Bert Barmans, ZESPRI Europe Sales Manager was “very
Change language