Keep What Works Working: NZ's New Resistance Campaign
New Zealand growers have always adapted to changing conditions, but one challenge is steadily gaining ground across the horticulture sector: resistance.
The company says the milestone reflects a growing global demand, with household penetration now sitting at 23% in its core markets.
Jiunn Shih, Zespri’s chief marketing, innovation and sustainability officer, says the company is proud to have continued to build on a strong consumer demand for kiwifruit and establish a strong brand consumers love.
“This milestone reflects our continuous focus on brand-led marketing efforts showcasing the benefits of our high-quality, nutritious and great-tasting Zespri Kiwifruit,” Shih says.
“It also demonstrates the progress we’ve made with our expansion into new markets and our use of new sales channels – making our kiwifruit available to more households across the globe,” he adds.
Shih says there is strong demand for Zespri’s kiwifruit, adding that the fruit is becoming increasingly popular with consumers more regularly opting for products that support their health and wellbeing.
“While kiwifruit continues to rise in popularity, there is still plenty of untapped demand which presents an opportunity for Zespri and our growers to continue to supply good quality fruit to grow household penetration further as volume increases,” he says.
Shih says Zespri is confident in its ability to create ongoing value for its growers.
“With an expected crop volume from New Zealand of more than 200 million trays of kiwifruit this season, we’re looking forward to making more nutritious Zespri Kiwifruit accessible to even more consumers around the world, in an increasingly competitive market,” he concludes.
