New Zealand kiwifruit marketer Zespri International has a new emphasis on foodservice sales.

Zespri ramps up foodservice promotions

Although that segment is a small part of the industry’s overall focus, foodservice does have significant growth opportunities, said Karen Brux, North American Marketing representative for Zespri, Tauranga, New Zealand, exclusive marketer of the country’s kiwifruit in North America.

New for 2010, Zespri plans to co-sponsor an event with Los Angeles-based Giumarra Cos. at the 2010 Produce Marketing Association Foodservice Conference & Exposition, slated for July 30 to Aug. 1 in Monterey, Calif.

The industry also plans to target restaurants in the San Francisco Bay Area in 2010.

Zespri recently completed shooting video of eight New Zealand growers, Brux said. The footage, to be posted on the company’s Web site, http://www.zespri.com/, and its Twitter and Facebook pages, taps into the “know your grower” trend, Brux said. Zespri also will make it available to retailers, she said.

Starting in mid-May, Zespri’s Great Kiwi Adventure sweepstakes gives U.S. consumers a chance to win a trip to New Zealand. By answering quiz questions on a contest Web site, consumers are eligible for an the all expenses-paid trip for four to a major New Zealand kiwifruit-growing region.

Last year, the contest was limited to Canadian consumers, she said.