GFI Apple and Kiwi Promotion Boom

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July 16, 2008

Together with marketing partners EOS, Bolzano Chamber of Commerce’s south Tyrolean export organization, and Zespri International Ltd, Germany’s wholesale market association GFI has held 50 successful fruit promotions at street markets, in greengrocer shops, and retail market halls. Apples from south Tyrol Held between May and July of this year, Uwe Kluge, the Board member for GFI Marketing, is delighted that 2008 set new records: "Including the Pink Lady promotions we organized with Sopexa in February, we have already held 100 specials for quality conscious shoppers this year, and we have more events planned for autumn." In May, in the week before Whitsunday, GFI organized 20 parallel promotions for EOS in 6 cities: Hamburg, Berlin, Leipzig, Cologne, Stuttgart and Munich. The marketing partnership, which previously involved wholesale promotions, was agreed during the 2008 Fruit Logistica trade fair in talks between the GFI board and Dr. Paul Zandanel. The result was that EOS plans for national sampling events were extended to also include street markets in order to communicate the values of origin, quality and taste to quality conscious shoppers at specialty shops and markets. Marketing initiatives centred around the catch phrase "Enjoy Me", and featured posters and a competition with first prize of a week holiday on a south Tyrolean fruit-growing estate. Zespri Kiwi’s From the end of May to the beginning of July GFI also organized10 Zespri promotions in 10 cities – Bremen, Hamburg, Duisburg, Düsseldorf, Cologne, Mannheim, Karlsruhe, Stuttgart, Munich and Leipzig. At a meeting in Antwerp last April, the GFI Board and Zespri marketing manager, Jean-Louis Warnimont, agreed to increase advertising and press promotion to publicize their activities at specialist retail outlets. During these promotions, a professional chef at the market conjured up delicious Zespri snacks using fresh produce from the street market. He also showed eager gourmets his favourite kiwi recipes, answered their questions, and provided handy tips on how professional chefs work in the kitchen. Uwe Kluge believes there is still a great deal of potential in the marketing partnership strategy: "There is no sign of the promotion boom ending. The increasing popularity of our fresh produce network enables producers and marketers to implement their brand strategy without restrictions. We’ll be having more promotions in the autumn." GFI organizes sale channels events at street markets, greengrocers and covered markets for their partners and brands. The association takes central responsibility for the overall planning and coordination of the promotions, and member wholesale markets plan the details of the campaign within their city, involving the marketing partner in the event. They use their knowledge of local trade and media entities to ensure that customer communication is not wasted on the wrong target groups. About GFI German Wholesale Markets GFI German Wholesale Markets was founded in 2000 and represents the interests of Germany’s 17 major wholesale markets. GFI is the central point of contact for national and international growers seeking to market their produce through quality, independent food retail channels. GFI offers its members a forum for the structured exchange of information and insights on ways to market wholesale markets; it also offers public platforms such as a joint stand at the Fruit Logistica and its own website, www.grossmaerkte.org About German Wholesale Markets These fresh produce centres guarantee a wide variety of top quality fresh produce, especially fruit and vegetables. At these central, urban trading platforms around 2,600 small and medium sized wholesalers, importers and growers supply fresh produce from the region and all over the world to more than 53,000 customers in the specialist, independent food retail business such as greengrocer shops and street markets and to large-scale caterers and top restaurant chefs. Annual turnover of goods is around 7.4 million tonnes with a total value of roughly 9.8 billion euros. Germany’s wholesale markets thus ensure the availability of good, nutritious food for around 100 million consumers in Germany and neighbouring European countries. Contact: Andreas Foidl, GFI Deutsche Großmärkte, c/o Berliner Großmarkt GmbH, Beusselstraße 44 N-Q, 10553 Berlin, Germany. Tel. +49 (0) 30 39896112 Fax +49 (0) 30 39896124 E-mail: andreas.foidl@grossmaerkte.org Website www.grossmaerkte.org