New Zealand green kiwifruit achieved a rare distinction in August – it became the first fresh fruit ever to receive an “authorised health claim” from the European Commission reports the October-November issue of Commercial Horticulture.
This official endorsement is the culmination of 15 years effort by marketing company Zespri involving multiple scientific research studies and clinical trials in several countries. The official wording endorsed by the Commission is that “consumption of green kiwifruit contributes to normal bowel function by increasing stool frequency”. In practice this means by eating two green kiwifruit per day.
Zespri says news of the EU approval received widespread publicity through Europe and some of the major supermarket chains reported immediate increases of 20 per cent or more in kiwifruit sales as a result.
Zespri’s Dr Paul Blatchford described the Commission announcement as “a landmark moment for Zespri and the fresh produce industry”.
The company says it will now be working to build the health benefit claim into all its retail touchpoints, on social media, and through its consumer campaigns.
