Bananas from the Bay of Plenty?

I think not!


Grab One is a New Zealand website focused on daily deals and aimed at stimulating targeted consumption.  Nothing wrong with that.  Today, one of the deals popping up in my electronic in-tray is an offer to buy a fruit box, door to door delivery, supplied by Kiwi Growers Direct.

So far so good.

The offer is quite specific…”Tuck into a wide variety of freshly picked fruit including apples, lemons, mandarins, kiwifruit and persimmons.”

Can’t be clearer than that…and the merchant claims to be a collective of growers, 100% kiwi owned…and for my convenience, a link to the organisation’s website has also been provided.  Here it is…Kiwi Growers Direct

Naturally, I go for a look….and immediately end up with an authenticity/credibility problem…

The composite picture shown on the website includes bananas, table grapes, pears and melons, none of which are grown in the Bay of Plenty….as well as tomatoes, artichokes and egg plants, product I can’t order from the supplier.

Guys, a good initiative, but you ought to get your marketing story straight.  I ‘shop’ with all my senses…


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