Avoiding common mistakes in kiwi production: BIG interview with Federico Milanese, Jingold

The kiwi industry is evolving rapidly, driven by shifting consumer preferences, expanding global markets, and growing interest in innovative varieties such as red and gold kiwis. Jingold, an expert in premium kiwifruit, is at the forefront of this transformation. With an expanding presence across multiple continents, the brand is not only increasing production but also redefining how consumers experience kiwi.

In this interview, Federico Milanese, Marketing Manager at Jingold, shares insights on the current season, developments in international markets, and the company’s growth strategies for the future.

Fructidor: What have been the key highlights of this season so far?

Federico Milanese: We are very satisfied with this season. As we near the end, everything has gone smoothly. We’re pleased with our performance across gold, red, and green kiwis. We have also made significant efforts in promotional activities, both in Europe and overseas, particularly in Brazil, Mexico, and China.

Fructidor: How has the market responded to red kiwis?

Federico Milanese: The launch has been very successful. Our Red kiwi, Exotic Red, is now more widely recognized by consumers, and the feedback has been overwhelmingly positive. This gives us confidence to continue expanding and investing in this variety. Our goal is to offer consumers a real choice, whether it’s Jingold Green, Jingold Bliss, Jingold Exotic Red, or even organic options.

Fructidor: What about production expansion? Where are you planting new hectares, and which varieties are being prioritized?

Federico Milanese: We are primarily planting red and gold kiwis. Our main growing regions include Italy, Greece, South Africa, and Chile, which have been key to our expansion strategy.

Fructidor: Can you share details on the scale of this expansion?

Federico Milanese: We are satisfied with our progress in both volume and quality. Typically, it takes about three years from planting before we see the first production results.

Fructidor: So in the next three to five years, we can expect to see more Jingold farmers and larger production volumes?

Federico Milanese: Yes, every year we continue investing in new hectares across various regions and with different varieties. Kiwi consumption is growing, and we want to expand alongside market demand to ensure we are always ready to meet consumer needs.

Fructidor: What are the biggest mistakes companies make when expanding their business or developing new varieties?

Federico Milanese: Rushing into large-scale production just because one hectare has produced good fruit can be a mistake if the entire supply chain is not carefully evaluated.

Developing a new variety involves many factors — good taste alone does not guarantee success. Every step of the process must be carefully analyzed, from plant development and production to harvesting, storage, and climate resilience.

The variety must be disease-resistant, high-yielding, and capable of producing fruits of optimal size and attractive shape. Determining whether a variety will be successful requires years of planning and investment.

Fructidor: How can these mistakes be avoided?

Federico Milanese: It is crucial to have experienced technicians in the production areas. These experts must be present daily, guiding growers to ensure premium-quality production.

At Jingold, we have built a strong network of technicians in every production region who personally oversee all growers.

Fructidor: Have there been any lessons learned from launching red kiwis?

Federico Milanese: Every new variety must be supported by strong communication. If consumers don’t fully understand a product, they may hesitate to purchase it. Clear point-of-sale and media communication can significantly boost sales. Consumers tend to avoid purchasing products they don’t fully understand, which leads to missed sales opportunities.

At Jingold, we have focused on making our varieties easily identifiable through color-coded stickers and packaging. We also use a variety of tools, such as wobblers, shelf stoppers, displays, rotaries, and direct messaging on packaging, to clearly communicate each product’s features and benefits.

Ready to bring premium kiwis to your market? Contact us today!