Kiwifruit producer Zespri is looking to scale up its presence to 100 Chinese cities -from the current 50- bringing onboard more partners in the next five years as it looks to tap into market opportunities. The New Zealand-based company has launched its new China strategy to support business expansion in China, including enhancing brand awareness, expanding its footprint and continuously introducing new products such as a new breed of red kiwifruit in the local market.
Looking ahead to the next five years, Michael Jiang, general manager of Zespri Greater China, sees huge growth potential in the China market. "While we've seen rapid development in China, the household penetration rate of Zespri kiwifruits in the country is only 20 percent. We aim to further boost the figure in the next five years."
According to epaper.chinadaily.com.cn¸ Zespri's goal is to double sales in China in the next five years with a 15 percent annual compound growth rate.