Great story to tell: "the IFP good apple"

Abstract

Consumer research has been identified as one of the key recommendations that Pipfruit Growers of New Zealand (PGNZI) undertakes as part of a three-tier public awareness strategy on Integrated Fruit Production (IFP). The research will help provide insight into what motivates the shopper to buy apples or pears, and identify levers to influence the various target groups. It will also help test the generic value brand in IFP and what it means.