A shipment of kiwifruit is on its way to the United Arab Emirates, marking another collaboration between Zespri and Māori kiwifruit growers in exploring new markets.
Anaru Timutimu, chair of Māori Kiwifruit Growers Incorporated (MKGI), stated that the shipment of ten containers is the second such joint initiative with Zespri, following a similar project exporting to Hawaii two years ago. Timutimu noted, "We have the 10 containers on the water and have worked with Mr Apple, who has about 70 containers going up there." Discussions with the UAE began a year ago.
Timutimu recently visited the UAE and highlighted its multicultural environment, noting the large expat community. Expatriates constitute over 80% of the population, which has doubled in the last 15 years to over 10 million. Key sectors employing expats include construction, trade, healthcare, and hospitality, with many coming from India.
The initiative includes focusing on product provenance, with plans to integrate this aspect into the campaign more extensively. A Zespri spokesperson explained that the UAE program aims to strengthen the country-of-origin retail promotion for Zespri and Mr Apple, with a focus on connecting local customers to Te Ao Māori. In total, Zespri supports 24 collaborative marketing programs alongside 14 other companies to export kiwifruit globally under the Zespri brand. The partnership with MKGI aims to boost fruit demand and align with Māori grower goals to create a resilient and connected industry.
By 2025, approximately 5.7 million trays or 2.66% of the total crop volume are projected to be sold through collaborative marketing efforts.
Source: Farmers Weekly
