KARACHI - Trade Development Authority of Pakistan has organised in-store promotion of Kinnow (oranges) in Dutch supermarket chain.

An in-store promotion of Pakistani Kinnow was held at Hanos Amsterdam on 2nd March 2012.

The promotion was organised by TDAP and Commercial Wing Embassy of Pakistan the Hague in collaboration with Hanos Group, the leading Dutch supermarket chain specialising in Horeca supplies. The objective of promotion was to organise an interactive campaign at Point of Sale (PoS) to introduce Pakistani Kinnow to Dutch consumers.In the annual day-long in-store promotion, a grand display of Kinnow was setup near the store entrance and tasting of Kinnow slices and juice was arranged for the consumers.Besides, information on the Pakistani Kinnow was provided to interested customers.

“The Kinnow juice is very sweet and thick”, was the most common feedback of consumers after tasting juice.

Simultaneous with the tasting arrangement, Hanos management offered a price discount on Kinnow to lure customers to try and buy product.

The immediate result of tasting arrangement was a three-fold increase in the sale of Kinnow compared with the daily average.

Speaking on the occasion, Nick, Head of Fresh Produce Purchase Department in Hanos said that Hanos had introduced Pakistani Kinnow in the assortment last year. We have found it to be a strong product with immense growth potential, he said.

Muhammad Ashraf, Commercial Consular said that Pakistani Kinnow was repositioned in the Dutch market last year as a juicy mandarin and its sale has registered continued growth in the Dutch mainstream market segment since then. Despite a difficult season for citrus in Europe, Kinnow has successfully penetrated the Dutch market.

The more important part is that we have targeted mainstream market segment and results are highly encouraging, he added.