Māori kiwifruit shipment a first for UAE 新西兰猕猴桃首次运往阿联酋
Next step in Zesprikiwi marketing effort about to land in Middle East market. Zesprikiwi的下一步营销工作即将登陆中东市场。
▲kiwifruit orchard
A consignment of kiwifruit about to land in United Arab Emirates marks another step in joint Zespri-Māori kiwifruit marketing efforts in new or emerging markets.
Anaru Timutimu, the chair of Māori Kiwifruit Growers Incorporated (MKGI), said the export of 10 containers of fruit marks the second initiative in collaborative marketing between iwi and Zespri, coming after the group kicked off with a project exporting to Hawaii two years ago.
The Hawaiian effort drew strongly on the shared cultural heritage of Hawaiians and Māori, incorporating the Amokura bird, a navigation symbol, into the marketing campaign there.
As for the UAE, “we have the 10 containers on the water and have worked with Mr Apple, which has about 70 containers going up there. We started talks with UAE a year ago, so it’s moved along pretty quickly,” said Timutimu.
Having recently returned from UAE, Timutimu said he was struck at how multicultural UAE was, and the size of the expat community there.
▲Sungolen kiwifruit harvest
一批即将运抵阿拉伯联合酋长国的猕猴桃标志着Zespri-M毛利猕猴桃在新兴市场的联合营销又迈出了一步。
毛利Kiwifruit Growers Incorporated（MKGI）主席Anaru Timutimu表示，出口10个集装箱的水果标志着iwi和Zespri之间合作营销的第二项举措，此前该集团两年前启动了一个出口到夏威夷的项目。
夏威夷的努力极大地利用了夏威夷人和毛利人的共同文化遗产，将导航符号阿莫库拉鸟纳入了那里的营销活动中。
至于阿联酋，“我们有10个集装箱在水面上，并与苹果公司合作，苹果公司有大约70个集装箱在上面。我们一年前就开始与阿联酋进行谈判，所以进展很快，”Timutimu说。
最近从阿联酋回来的Timutimu说，他对阿联酋的多元文化以及那里的外籍人士社区的规模感到震惊。
▲Golden kiwifruit harvest
Expatriates make up over 80% of the nation’s population, which has soared to over 10 million, doubling in less than 15 years.
Construction, trade, healthcare and hospitality are the main expat employment groups, with the largest portion coming from India.
“Provenance and the story of where the products come from seems to be strong, and we intend to incorporate more of this into our campaign there this year.”
A Zespri spokesperson said the UAE programme supports a country-of-origin retail promotion for Zespri and Mr Apple, led by Māori Kiwifruit Growers Incorporated with a focus on connecting local customers to Te Ao Māori in a region where Māori culture resonates strongly.
“Zespri is supporting 24 collaborative marketing programmes currently, collaborating with 14 other companies to export NZ-grown kiwifruit in the Zespri brand to markets around the world.
The programme with MKGI is designed to help increase demand for fruit and is an effort to support Maori grower aspirations, building more successful, resilient and connected industry, the said.
In 2025 about 5.7 million trays or 2.66% of the total crop volume will be sold through such collaborative marketing partnerships.
▲Golden kiwifruit harvest
外籍人士占全国人口的80%以上，人口已飙升至1000多万，在不到15年的时间里翻了一番。
建筑、贸易、医疗保健和酒店业是主要的外籍人士就业群体，其中最大一部分来自印度。
“产品的来源和来源似乎很强大，我们打算在今年的活动中加入更多这样的内容。”
Zespri发言人表示，阿联酋的计划支持Zespri和苹果的原产国零售推广，由毛利猕猴桃种植者公司领导，重点是在毛利文化强烈共鸣的地区将当地客户与Te Ao毛利人联系起来。
“Zespri目前正在支持24个合作营销项目，与其他14家公司合作，将新西兰种植的Zespri品牌猕猴桃出口到世界各地的市场。
MKGI的计划旨在帮助增加对水果的需求，并努力支持毛利种植者的愿望，建立更成功、更有弹性和联系的产业。
到2025年，将通过这种合作营销伙伴关系销售约570万个托盘，占作物总量的2.66%。
▲RubyRed kiwifruit harvest
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