UAE. The kiwifruit has become a popular choice for a growing number of fruit eaters in the UAE, based on a survey commissioned by Zespri International Limited, as the New Zealand kiwifruit grower’s marketing company announced that the new season’s kiwifruit has hit supermarket shelves in the country.
According to the survey, kiwifruit penetration in the UAE stands at 82 per cent, leaving behind traditional markets like the US, which only registered 48 per cent. Overall data from the survey also revealed that 66 per cent of UAE consumers eat fresh fruit almost every day or more often, while the US only had 52 per cent.
The survey was conducted across several markets including Italy, Spain, Japan, China, Taiwan, Korea, USA, Mexico and the UAE by Fast Forward Ltd in 2012. The survey further revealed that one of the contributing factors for the UAE’s high consumption of fresh fruit is the unique combination of choice from Asia, Europe, America and Africa.
Ben Hughes, Regional Market Manager for Middle East, India, Oceana and America (MEIOA), Zespri International Limited said, “Kiwifruit is quite established in the UAE with about 40 per cent of consumers claiming to eat kiwifruit once a week or more often and 67 per cent eating once a month or more.
“The findings from the survey have been very encouraging for the UAE market where traditional fruit like Banana, Mango and Apple top the list with consumers. The
Kiwifruit is making it on the consumers shopping list ahead of other fruit such as grapefruit and is purchased one to three times a week by shoppers.”
Zespri Kiwifruit has been in the UAE and Middle East market for over 15 years and is distributed in the UAE by Fresh Fruits Company. The first shipment from New Zealand will import 50 tons or 500,000 Kiwifruit.
The Kiwifruit contains high levels of Vitamin C and E, is high in fibre content and has a low glycemic index (GI) making it a fruit of choice for health conscious consumers. The fruit is available in the regular green and newer gold variety. The gold variety has been bred by Zespri to have a sweet tropical flavour and has even more vitamin C than Green kiwifruit.
Hughes cited that the Kiwifruit has grown in popularity due to its health benefits, which have been proved by many studies.
ZESPRI is the leading global marketer of kiwifruit and it sets standards for how kiwifruit should be cultivated, grown, picked, stored and shipped in order to deliver the highest quality to consumers in 60 countries. The growing season in the southern hemisphere means that ZESPRI kiwifruit is normally available in the UAE from May to December.
About ZESPRI International
With annual sales revenues of $1.5 billion, ZESPRI is the world’s most successful kiwifruit marketing company and the ZESPRI® brand is recognised as the world leader in premium quality kiwifruit. Based in Mount Maunganui, New Zealand, ZESPRI is 100 percent owned by current or past kiwifruit growers and employs about 250 people in New Zealand, Asia, Europe and North America.
On behalf of 2,700 growers in New Zealand and 1,000 growers in other countries, ZESPRI manages kiwifruit innovation and supply management, distribution management and marketing of ZESPRI® GREEN, ZESPRI® GOLD and ZESPRI® ORGANIC Kiwifruit.
About Fresh Fruits Company
Fresh Fruits Company (FFC) was founded by Mr. Khalid Alayyan and Mr. Qasim Al Rijjal in 1979 in Kuwait. Mr. Mansouri joined the company in 1980. Within a few years, the company had expanded its business presence across the Middle East region.
Headquartered in a leaf-shaped building inspired by nature, FFC operates from Dubai, UAE, with associates in Kuwait, Qatar, Egypt and Jordan and cold storage facilities throughout the Middle East.
FFC has grown dramatically in the region by investing heavily in cold chain infrastructures to deliver the freshest produce from origin to consumers in the shortest time.
Today, through its fortitude and dedication, the company is strengthened by:
• Over 1000 well-trained, industry-experienced and knowledgeable staff
• Specially designed GPS-monitored vehicles
• State-of-the-art cold store facilities across the region
FFC has earned the trust of many global suppliers and has become an exclusive agent and brand ambassador for them. Today FFC is able to source high-quality and consistent produce from all over the world throughout the year. It is one of the biggest importer and exporters of fruits and vegetables.