One of the most successful promotions Western Fresh has used is in-store demonstrations with chains.
“I think the biggest thing about kiwis is everybody thinks kiwis are sour, and people don’t like sour fruit,” Kragie said.
“We show them how to look for a ripe piece of fruit.”
Sun Pacific preconditions all fruit as part of its Ripe and Easy program, said Bob DiPiazza, president of Sun Pacific Marketing, Pasadena, Calif.
The fruit is packed in 1- or 2-pound clamshells imprinted with images showing how to slice it and use a spoon to scoop and eat it.
“You don’t have to take the time to peel and slice kiwis,” he said.
“The fruit is ripe ― you simply cut it in half and scoop it. It’s really a quick process.”
Some clamshells also contain a spife, a combination spoon and knife.
The utensil and eating instructions were the outcome of research that showed consumers found kiwifruit too time-consuming to prepare, DiPiazza said.