t, juicy, gold and 100% made in Italy - we are talking about Dorelì, the brand which will be launched this autumn by Gruppo Gullino.Forget about traditional kiwis - Dorelì ones are sweeter, with a hairless peel and are also rich in vitamin A, C and K and fibre. Carola Gullino, administrator with brother Giovanni of Gruppo Gullino, says that "this means they are perfect for many people, from families to sports enthusiasts that are very careful about what they eat.
Created and produced in Italy
This fruit has been created and cultivated entirely in Italy. It is one of the few Italian projects on gold kiwis (University of Udine) and kiwis are grown in Lazio thanks to its mild climate.
"The variety is rather recent and we were among the first ones to believe in it, though we needed to know everything about it, so we studied it for some time to improve its shelf-lie."
The commercial target
The new premium-quality zero-residue produce will be mainly sold abroad. "We could aim at those places where they already know and love the gold kiwis or those countries that do not know them yet, which would have meant we had no competition. We chose both."
"We will focus a lot on Spain, as gold kiwis are very popular over there, and Canada. We tested the North-american market too and things could go well, as kiwis are still considered a niche product. We need to inform consumers about the high quality of our kiwis."
Marketing
Italian Brand Group is responsible for the marketing campaign, which will start between late August and early September.
"There is a mini-website and there will be some ads on newspaper. Special stands or tastings will be set up in stores. In addition, each packet will be complete with a mini-guide to explain all the benefits of this fruit and with various recipes. We also shot a video which will be published on social networks."
Weather permitting, harvesting will start in late September-early October. "It would be ideal if we could store it until February, but we will be pleased with January anyway."
It is still early to talk about volumes, but "if the weather is good, we are talking about 2-4 thousand tons."
