Passport of success : shape, size and organoleptic characteristics.
Brand extroversion in key markets such as China, the United Arab Emirates and Canada, is “buildt” by the Greek kiwi. Four Greek businesses opened this year on the Canadian market, starting in Montreal and the first orders have already been made and the missions are to be imminent. The Greek companies will test then their export forces in Shanghai and Hong Kong, by approaching the promising public of China. Next stop is the Dubai and Abu Dhabi, where the Greek kiwi will attempt to open export horizons in highly dynamic UAE market.
The Agricultural Cooperatives NESPAR and NESTOS and Alcyone AE and Gkoustera AE, made their first step in opening export to Canada, with using as a springboard, one of the most important food fairs in North America, the SIAL Canada 2016. During the exhibition, the Greek products not only they won the vote of confidence of the exhibition visitors and consumers who tasted the shelves in 10 central supermarket of Montreal. Through 250 meetings with 50 of the largest importers-distributors of the Canadian retail they laid the foundations for the first exports, and they already begin during this period.It is indicative that hot reception was given by the organized retail in Greek kiwi, as there was an invitation by the second largest importer, Canada, to four Greek companies to visit the install of Montreal, with interest, according to information, being far from … academic.
The four Greek companies, representing 12-13% of the domestic production of kiwi, approached Canada under the Community co-funded export promotion program «Premium European Kiwi». The three-year program of 3 million Euro is implemented by EU, national funds and own contribution.
We asked the head of Win consulting company that has undertaken the implementation of promotion, Alexandros Arabatzis, what are the strengths of the Greek kiwi, that make it attractive for foreign markets. Transporting the ‘CC’ experience with contacts in Montreal, he explained that the Greek kiwi is a premium product for third countries, with its characteristics (taste rich, vivid color and perfect shape) to attract the interest of buyers.
According to him, the objective is the Greek kiwi to find its rightful place in the dynamic market shelves, with a high standard of living and purchasing power, as the three world target countries. The Canadian experience has shown that the Greek product. by using the high European quality standard as a passport , can “oppose” worthy competition as the shape, size and organoleptic characteristics are considered competitors excel.
Reducing the dependence on traditional markets
The four Greek companies, aimed at opening new markets, such as Canada, China and the United Arab Emirates, have already broad horizons extroversion. Through the program, they are seeking to increase the added value of Greek kiwi and reduce dependence on traditional markets, such as Russian.
The agricultural cooperative NESPAR, which was represented in the mission, Michael Xekarfotakis, was founded in 1994 by the producer group Chrysochori Nestos municipality to better crop management and disposal of fresh asparagus. In 2002, having established the presence of the asparagus, the cooperative opened their horizons in the production of kiwi, as experiments have shown that the site was ideal for growing.
The agricultural cooperative NESTOS, represented in Canada by George Panagiotidis, was founded in 1988 to develop the cultivation of asparagus. In 2004, it extended its activity in the cultivation of kiwi, managing to win in a few years the awareness in European and international markets.
The company Alcyone SA, led by Achilles Penlioglou, has its facilities in Kavala and operates grape trade, cherries and kiwis. It features a sophisticated unit, which ensures optimal conditions in order to maintain its products and works with a fleet of refrigerators for quality transportation to the final recipient.
The entrance of Gkoustera SA, led by Dimitri Loutsigka, on the site of the kiwi was in 1989, when the product has taken the first steps in the plain of Chrysoupoli. Bordering the wetlands of Nestos, the company now supplies the European market with certified integrated farm management and organic products.