Zespri Accelerates Marketing... "Aiming for 10% Brand Value Growth" (Comprehensive)

(Seoul=Yonhap News) Reporter Shin Seon-mi = Kiwi brand Zespri is accelerating its consumer campaign emphasizing kiwi's nutritional components and has set a goal to increase its brand value in the Korean market by 10% compared to last year.

Cok Hwi Eung, Zespri International's Marketing General Manager, held a press conference on the 28th at the Sofitel Ambassador Seoul in Songpa-gu on 'World Nutrition Day' and announced that they will launch a marketing campaign focusing on 'nutrient density'.

Nutrient density is an indicator representing the amount of nutrients contained in 100 kcal of food.

Zespri evaluated that the nutrient density of its SunGold and Green kiwis are 26.7 and 19.5 respectively, which are higher than mandarin oranges (12.7), pears (7.2), and apples (3.6).

He said, "Recently, there is a problem of 'satiated malnutrition' where people consume sufficient calories but lack essential nutrients" and "Zespri will help consumers consume food more wisely."

He added, "The Korean market is particularly important" and "Korea is a dynamic market where high consumer interest in health and active academic activities coexist."

Zespri International supplies kiwis to over 50 countries worldwide, and Korea is the fifth-largest market as of last year, following China, Japan, Spain, and Germany.

Zespri also presented specific growth targets that day.

Hong Hee-sun, Zespri Korea's Marketing Executive Director, responded to related inquiries, saying, "Our goal is to increase brand value by 10% compared to last year by raising household consumption rates."

The executive also introduced their kiwis as 'density foods' with high nutrient density and announced plans to develop consumer experience programs to promote this.

They also plan to collaborate with related institutions and experts to promote kiwis as 'partners in healthy eating habits and lifestyle'.

At the press conference, Zespri also released research conducted with the Korean Nutrition Society.

Professor Shin Sang-a from Chung-Ang University's Food Engineering Department revealed that "Adding