The Oscar brand celebrates its 40th anniversary

Oscar, the brand name of the kiwifruit marketed by the company Primland, a subsidiary of Scaap Kiwifruits de France, is celebrating its 40th anniversary. The current health context has not made it possible to bring together all the players to celebrate this anniversary, but the prospects for the marketing campaign are good.

 

 

 

The Oscar brand was born in 1980 with the objective of facilitating the marketing of kiwis from producers in the South West of France. Oscar is the brand name of the kiwifruit marketed by the company Primland, a subsidiary of Scaap Kiwifruits of France.

 

 

 

For 40 years the Oscar kiwifruit has conquered many markets such as Spain, South Korea, Canada, Taiwan, Singapore, Hong Kong, the United States, Argentina, Brazil. And Chile, where a subsidiary was created more than 20 years ago to offer kiwi lovers an off-season offer and therefore fruits are available all year round.

 

 

 

The harvests announce a good season, the quality of the fruit is considered optimal this year. Primland plans to market 10,000 tonnes of green kiwis and 500 tonnes of French gold kiwis. The company is planning a number of targeted campaigns, an extensive public and media awareness program, 40-year-old Oscar displays and contests on social media.

 

 

 

“We will continue to enrich our offer. Our rigorous work in the selection of new varieties and the constant learning of new cultivation methods, are already resulting in a strong development of the Oscar Gold. Our R&D work on Oscar Red unveils real opportunities for the future. The planned increase in new plantings, supported by a new generation of kiwifruit growers, gives us an optimistic future to guarantee growth in our volumes, "said Jean-Baptiste Pinel, Managing Director of Primland.