Kiwifruit marketed under a brand established by a consortium of nine major European produce companies is now being grown in Chile, with the first exports recently having taken place to Asia. 

Pallets of Sweeki kiwifruit at Guangzhou port

The Origine Group consortium, which was formed in 2015, said that after a few months of negotiations, trading partner was identified that fully shared the Origine Group strategies.

"The first approaches took place during Fruit Logistics in Berlin, and eventually there was a partnership agreement with an important Chilean producer," the group said in a release.

"These days, the first Sweeki kiwifruit containers landed in China in Guangzhou Market and soon busted into Indonesia and Malaysia."

It explained the decision to expand production into Chile was made to supply the fruit 12 months a year.

The interest for China and the Far East markets is described as a constant of the business policies of Origine Group.

The Sweeki brand was officially launched in the Chinese market in January at Guangzhou’s Jiangnan Wholesale Market, where Origine Group positioned the fruit alongside other famous Italian products like sports cars, luxury fashion goods and premium olive oil.

It highlighted feedback so far had been "very positive".

“Supply continuity is the key basis for creating brand recognition, but more important is to provide the same quality standard to the customers throughout the year. The first important step has been made," Origine Group general manager Alessio Orlandi.

The group is made up of Afe, Apofruit, Fruit C2, Gran Frutta Zani, Kiwi Uno, Op Kiwi Sun, Pempa-Corer, Salvi-Unacoa and Spreafico, which have a collective turnover of more than 900 million euros.

The production potential is over 200,000 metric tons of product between kiwifruit and pears.

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