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According to the latest official data (2023) of the Food and Agriculture Organization of the United Nations, Greece is one of the largest kiwis producing countries in the world. In fact, Greece contributes 7,02% of the total world production, ranking fourth, behind only China (which produces more than half), New Zealand and Italy.
Greece has significant unused capacity in its kiwi orchards, primarily due to underutilization of existing plantations and potential for expansion in suitable regions. Experts estimate that Greek kiwi orchards could increase production by 30–50%.
This increase in production capacity could fuel a potential rise in demand in the two target countries of the program. The main objective is to increase the awareness of European kiwis among Chinese and Thai consumers (urban, middle-to-high-income shoppers, aged between 25-44, women) and enhance the competitiveness and market demand for European fresh fruits by promoting their unique qualities, including food safety, traceability, authenticity, labelling, nutritional benefits, health value, and sustainability in the two target countries.
In China, the objective is to further penetrate the market with kiwifruit, positioning it as a premium product, while investing in the high production standards that govern food produced in the European Union. The objective in Thailand is to establish the presence of the European kiwi.