Primland of France consolidates its "We are growers" positioning for its new Northern Hemisphere kiwi fruit export season and announces the launch of its export season with an ambitious communication plan aimed at consumers and in support of its customers.
For three years now, Primland has been developing sustainable export partnerships with kiwifruit growers. In the strictest respect of its values, the company is extending its operations into Greece, Italy and Portugal, supporting producers who adhere to their approach. This consists of:
- Providing these producers with the unique knowledge and expertise gained over the years in its own orchards. Research and development, technical equipment, sustainable development...
- Guaranteeing the best quality standards by providing internal quality service teams, independent quality audits, the creation of exacting specifications, and integration into the Group's global corporate responsibility approach.
- Benefiting from 40 years of commercial activity to ensure the best outlets (more than 350 customers around the world, participation in international trade fairs, promotional support programme for wholesalers, packaging innovation in line with consumer expectations, events and tastings in shops).
- Advising partners on compliance with sanitary controls and regulatory procedures (certifications IFS Broker, OEA, etc.)
- Boosting the reputation of the Oscar brand among consumers (press relations programme, influencer and social network partnerships, media buying, etc.).
In this way, many producers (outside of France) can provide Primland with their terroir, knowledge and expertise and fruit to be marketed under the Oscar® brand.
Thanks to the strength of its flagship brand Oscar on an international level, Primland is expanding its range of kiwifruit in destination markets over 12 months a year.
Oscar France has been positioned as a premium kiwifruit since it was launched. Primland now offers high quality kiwifruits, with new origins such as Greece, Spain and Portugal with Oscar Greece and Oscar Hispania* in both Green and Gold kiwis respectively.
In order to support the sales and marketing efforts of its customers in its markets in Asia and South America, Primland is offering ambitious communication programmes.
These actions are part of a Europe-wide approach and aim to promote consumption of the product through initiatives to raise awareness of the benefits of kiwifruit and advice on how to bring out the best in their taste. These actions, met with success in previous campaigns, will be deployed on the websites and social networks of its customers and distributors and relayed by influencers in the destination countries. In addition, specific Instagram pages will be created to relay this information, as well as Oscar kiwi recipes.
Finally, point-of-sale product promotion actions will be carried out jointly with customers and distributors. These actions will include product tasting (with distribution of merchandise) with a particular focus on the taste experience of our Oscar kiwi fruit and advice on the best ways to enjoy it.
Oscar will continue to produce content on its website and on its own social networks.
For more information:
Olivier Pouilhes
Tel: +33 (0)7 87 31 09 52
Email: [email protected]
www.oscar.kiwi