Māori kiwifruit shipment a first for UAE 新西蘭獼猴桃首次運往阿聯(lián)酋
Next step in Zesprikiwi marketing effort about to land in Middle East market. Zesprikiwi的下一步營銷工作即將登陸中東市場。
▲kiwifruit orchard
A consignment of kiwifruit about to land in United Arab Emirates marks another step in joint Zespri-Māori kiwifruit marketing efforts in new or emerging markets.
Anaru Timutimu, the chair of Māori Kiwifruit Growers Incorporated (MKGI), said the export of 10 containers of fruit marks the second initiative in collaborative marketing between iwi and Zespri, coming after the group kicked off with a project exporting to Hawaii two years ago.
The Hawaiian effort drew strongly on the shared cultural heritage of Hawaiians and Māori, incorporating the Amokura bird, a navigation symbol, into the marketing campaign there.
As for the UAE, “we have the 10 containers on the water and have worked with Mr Apple, which has about 70 containers going up there. We started talks with UAE a year ago, so it’s moved along pretty quickly,” said Timutimu.
Having recently returned from UAE, Timutimu said he was struck at how multicultural UAE was, and the size of the expat community there.
▲Sungolen kiwifruit harvest
一批即將運抵阿拉伯聯(lián)合酋長國的獼猴桃標(biāo)志著Zespri-M毛利獼猴桃在新興市場的聯(lián)合營銷又邁出了一步。
毛利Kiwifruit Growers Incorporated（MKGI）主席Anaru Timutimu表示，出口10個集裝箱的水果標(biāo)志著iwi和Zespri之間合作營銷的第二項舉措，此前該集團(tuán)兩年前啟動了一個出口到夏威夷的項目。
夏威夷的努力極大地利用了夏威夷人和毛利人的共同文化遺產(chǎn)，將導(dǎo)航符號阿莫庫拉鳥納入了那里的營銷活動中。
至于阿聯(lián)酋，“我們有10個集裝箱在水面上，并與蘋果公司合作，蘋果公司有大約70個集裝箱在上面。我們一年前就開始與阿聯(lián)酋進(jìn)行談判，所以進(jìn)展很快，”Timutimu說。
最近從阿聯(lián)酋回來的Timutimu說，他對阿聯(lián)酋的多元文化以及那里的外籍人士社區(qū)的規(guī)模感到震驚。
▲Golden kiwifruit harvest
Expatriates make up over 80% of the nation’s population, which has soared to over 10 million, doubling in less than 15 years.
Construction, trade, healthcare and hospitality are the main expat employment groups, with the largest portion coming from India.
“Provenance and the story of where the products come from seems to be strong, and we intend to incorporate more of this into our campaign there this year.”
A Zespri spokesperson said the UAE programme supports a country-of-origin retail promotion for Zespri and Mr Apple, led by Māori Kiwifruit Growers Incorporated with a focus on connecting local customers to Te Ao Māori in a region where Māori culture resonates strongly.
“Zespri is supporting 24 collaborative marketing programmes currently, collaborating with 14 other companies to export NZ-grown kiwifruit in the Zespri brand to markets around the world.
The programme with MKGI is designed to help increase demand for fruit and is an effort to support Maori grower aspirations, building more successful, resilient and connected industry, the said.
In 2025 about 5.7 million trays or 2.66% of the total crop volume will be sold through such collaborative marketing partnerships.
▲Golden kiwifruit harvest
外籍人士占全國人口的80%以上，人口已飆升至1000多萬，在不到15年的時間里翻了一番。
建筑、貿(mào)易、醫(yī)療保健和酒店業(yè)是主要的外籍人士就業(yè)群體，其中最大一部分來自印度。
“產(chǎn)品的來源和來源似乎很強大，我們打算在今年的活動中加入更多這樣的內(nèi)容?！?br />
Zespri發(fā)言人表示，阿聯(lián)酋的計劃支持Zespri和蘋果的原產(chǎn)國零售推廣，由毛利獼猴桃種植者公司領(lǐng)導(dǎo)，重點是在毛利文化強烈共鳴的地區(qū)將當(dāng)?shù)乜蛻襞cTe Ao毛利人聯(lián)系起來。
“Zespri目前正在支持24個合作營銷項目，與其他14家公司合作，將新西蘭種植的Zespri品牌獼猴桃出口到世界各地的市場。
MKGI的計劃旨在幫助增加對水果的需求，并努力支持毛利種植者的愿望，建立更成功、更有彈性和聯(lián)系的產(chǎn)業(yè)。
到2025年，將通過這種合作營銷伙伴關(guān)系銷售約570萬個托盤，占作物總量的2.66%。
▲RubyRed kiwifruit harvest
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