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KIWIFRUIT CONTINUES TO A 'FIRST' FOR MANY CONSUMERS

 Kiwifruit Retains Title as the Fresh Produce Item
 `Most Often Tried for the First Time'
 SACRAMENTO, Calif., April 5 /PRNewswire/ -- For the sixth consecutive year, kiwifruit has been named the fresh fruit or vegetable "most often tried for the first time" by consumers. The findings were reported in The Packer's "1993 Fresh Trends Consumer Profile Study."
 According to the 1993 Packer survey, an impressive 36 percent of consumers who recently tried a produce item for the first time tried kiwifruit. Following kiwifruit as a first-time produce choice were mangoes, carambola, broccoflower, zucchini, squash, papayas, eggplant and jicama. Since 1987, at least one-third of consumers who purchased a fruit item for the first time purchased kiwifruit.
 Notably, people more than 50 years of age accounted for more first- time kiwifruit purchases than younger consumers. People in the Northeast and North Central regions were also more likely to have tried kiwifruit for the first time than those in the South or West, who had probably first tried kiwifruit in previous years.
 According to the 1993 Fresh Trends survey, American consumers prefer produce items that are high in nutrition and low in calories. In fact, an overwhelming 60 percent of consumers cited vitamin and mineral intake as the primary motivation in choosing among produce items, followed by calorie control (57 percent) and fiber (52 percent).
 Increasingly recognized for its nutritional value, a serving of California kiwifruit (5.5 ounces, or two medium fruit) offers twice the vitamin C of oranges, as much potassium as bananas, more vitamin E than avocados and 4 grams of dietary fiber, all for only 90 calories.
 The "1993 Fresh Trends Consumer Profile Study" was conducted by The Packer, a weekly publication for the produce industry, in conjunction with Vance Research Services. The survey was based on more than 1,000 consumer telephone interviews conducted between July 16 and July 25, 1992. The study, the ninth since 1983, is designed to monitor purchase and consumption of fresh produce and analyze consumer behavior, attitudes and trends.
 For more facts about California kiwifruit, along with recipes, consumers may send a self-addressed, stamped envelope to: California Kiwifruit Commission, 1540 River Park Drive, Suite 110, Sacramento, CA 95815.
 -0- 4/5/93
 /CONTACT: Mark Houston of California Kiwifruit Commission, 916-929-5314; or Andrea Hanson of Porter/Novelli, 310-444-7000, for California Kiwifruit Commission/


CO: California Kiwifruit Commission ST: California IN: FOD SU:

LD -- NYFFNS5 -- 2830 04/05/93 06:50 EDT
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Date:Apr 5, 1993
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