r will see the first red kiwi from Turners and Growers hit the shelves. "2014 is the first year that we have had commercial volumes coming off our Kerikeri ENZARed blocks, and we estimate around 15,000 trays will be available for export and market testing this season," said Rosstan Mazey, Global Marketing Manager at Turners and Growers.The ENZARed is visually spectacular when cut open with a striking red central star-burst. According to Mazey, "It has a delicious smooth gold kiwifruit flavour in the outer flesh with the red star-burst having a distinctively sweet berry flavour."
This year the red fleshed kiwi will be shipped to Australia and China via a Collaborative Marketing Agreement (CMA) and will be on the shelves in early May. "ENZARed will be marketed as a premium offering, presented in a punnet pack which, via the label, will enable us to communicate the attributes of the kiwifruit and show off it’s cut internal appearance," explains Mazey.
POS promotions and tastings will be important in generating awareness and stimulating trial and purchase said Mazey. "We will invest in in-store sampling to give consumers the opportunity to taste this exciting new Red kiwifruit."
In 2013 there were sufficient ENZARed to enable consumer sensory testing in Australia. The consumers were impressed with the attractive inner appearance of the fruit, the gold outer flesh and the red star-burst. Most importantly, from a sensory perspective, they rated ENZARed very highly and the fruit had high claimed purchase intention.
