Yellow-fleshed kiwifruit is still relatively new in the North American market. However, they have not entered unnoticed, and growers have said there is a burgeoning market for them. Consumers are willing to try new flavors and as a result, Zespri - a New Zealand based global kiwifruit producer - is now looking to expand the market for their SunGold Kiwifruit.
"Zespri are an international company, representing over 2,500 kiwifruit growers," said Sarah Deaton of Zespri. "We are really excited about our SunGold Kiwifruit. It is a proprietary variety with a smooth skin and yellow flesh. It has a completely different flavor profile than the green varieties, and it is sweeter with a tropical flavor."
Expanded distribution
SunGold has been in the North American market for four years, and Deaton said that Zespri has observed significant growth. "Initial distribution focused on the Asian markets, but SunGold's appeal has since expanded to the general market," she said. "Kiwifruit has been on trend and is outpacing the total fruit sales."
"Zespri is appealing to many consumers with SunGold,” she added. "Zespri's point of difference is that we grow for taste and quality, not volume. We test the fruit to make sure we pick it at the right time to ensure an optimal level of sweetness. It's why we are very excited to expand the distribution of SunGold and reinvigorate the kiwifruit category."
Aiming for year round availability
Currently, the New Zealand season for SunGold spans between May and October. Zespri said they are working towards a year-round supply by growing SunGold in different regions, such as Italy. The company said the demand is there and it will help retailers to have promotable supplies for a longer period of time.
"There has been a phenomenal response from retailers and as a result, we are making SunGold more widely available," Deaton said. "We now have very strong volumes from New Zealand, followed by Italy once the New Zealand season ends. We are now growing in other regions in order to achieve the goal of 12 month availability."
CPMA attendance to help reach larger Canadian market
Zespri are still in the process of introducing SunGold to the Canadian market and this is one of the reasons they are exhibiting at CPMA next week. The company will be inviting visitors to their booth to view their range of kiwifruit and are aiming to make it a fun place to spend some time. "Canada has a very high fruit consumption and CPMA is a great opportunity to meet with those in the Canadian market," Deaton shared. "Although the SunGold season has not officially started, we have flown in early-season fruit to have on display just for the show. We will have a 'SunGold Kiwitinis Happy Hour' on each day starting at 1:00pm. NHL Stanley Cup Playoff matches will be airing in our booth in the afternoon and we will also play game highlights throughout happy hour."
"Ben Hughes, Zespri's general manager (pictured, right), will be speaking on Wednesday, April 25th at 10:00 am, VCC West in Room 109/110," she continued. "In addition, our regional market development managers will be present so that attendees can discuss bringing SunGold to the market. As part of this, Zespri will be looking to establish programs with retailers, and show how demos and in-store displays encourage more customers to purchase kiwifruit."
Visitors to CPMA can find Zespri at Booth #1250.
For more information:
Sarah Deaton
Zespri International
Tel: +1 (949) 706-2284