Kiwifruit growers hope to strike gold with new product

Zepsi is risking millions of dollars on the launch of an entirely new product – the bald, gold kiwifruit. The effort, Zepsi says, has been a great success. But Zepsi Gold making up only 10 percent of total New Zealand kiwifruit production, the company must be careful to continue to promote the traditional hairy green variety. This product is New Zealand’s single most important fruit export.

In Japan Zepsi managers decided to emphasize the fruit’s health-giving, energy-enhancing qualities. The new variety is sweeter and more attractive to Asian tastes. Yu Jan Chen, regional manager for Zepsi in Japan and Asia, says: “It is ideal for the Asian markets.” He says it is selling “very well” in Japan, and is also being marketed in South Korea and Taiwan. The export season began slowly because the traditional green fruit was unusually small and difficult to sell.

The successful launch of the gold fruit is expected to increase profits in the long term. The Kiwifruit Marketing Board has retained all marketing and selling rights for Europe and overseas for the trademarked variety.

The board has already signed contracts with the four largest kiwifruit cooperatives in Italy, and planting has begun. The area for planting is expected to grow steadily, eventually producting millions of trays.

As Guus Van Der Kleij, regional manager for Europe, says: “It is an excellent product” after 25 years selling traditional green kiwifruit, you don’t know how exciting, it is to sell something different”.

FINANCIAL TIMES

World business newspaper

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A Managing Director

Ms Le Bas is a Londoner. She was born in Chelsea, and has lived in London all her life, except for those two and half happy years at boarding school which ended so suddenly. It was in London that she found her first job working in an office at the London School of Economics. Her stepfather didn’t like women going to university or having interesting jobs. He thought they shouldn’t spend their time preparing to get married. He obviously didn’t understand his stepdaughter very well. An interesting job was the one thing she wanted. Caroline soon got bored as a filing clerk, and decided that the secretarial work would be more fun. There was only one problem. She couldn’t type. But that didn’t stop Caroline. She told her employer, who imported spices from Sri Lanka (then called Ceylon) that she could type very well. He soon found out the sad truth, so once again Caroline was out of work.

It was not long before Caroline found a job in advertising. She liked it. She enjoyed the excitement, the new ideas and the interesting people. But her first job, as an information officer, was not interesting or difficult enough for her. So she started doing a course in marketing and accounting. She never finished it. She was offered a wonderful job before the end of course, which started her off on her career. Now she is the managing director of her own advertising agency, which is well- known for its exciting, creative campaigns. It took Caroline only ten years to reach the top in advertising.

From The Economist

8. 8.Определите к какому функциональному стилю он относится и тщательно проанализируйте его.