New Zealand-based kiwifruit marketer Zespri reports continued expansion in the United States market, noting a retail sales increase of more than 30 per cent during the past year. The company now ranks at number 15 in U.S. retail fruit sales and is targeting a position in the top 10.
At the 2025 IFPA Global Produce & Floral Show in Anaheim, Head of Marketing Jeanne Wilson said, "Kiwifruit continues to be on trend. Kiwi is the fastest-growing fruit in the fruit bowl, which is exciting, and Zespri is the number one kiwifruit brand driving that growth, selling more than 4x the next best-selling brand."
Wilson highlighted the ongoing demand for the SunGold kiwifruit variety, which she described as "sweet, juicy, and very broadly appealing." The company is also moving ahead with U.S. trials of RubyRed kiwifruit, a variety developed over a 20-year breeding period.
"We got a small batch of it out to the U.S. this year for a bit of a pilot," she said. RubyRed has a shorter shelf life than green or gold varieties, requiring close monitoring throughout the supply chain. "We monitor the fruit closely from orchard to retailer shelf to ensure it consistently delivers the amazing quality that we always want from the standpoint of the Zespri brand," Wilson noted.
The pilot ran for six to eight weeks between April and May 2025. The company expects to more than double available volume for next season and anticipates expanded distribution to East Coast retailers.
Wilson said the company's strategy relies on product management and consumer engagement. "If there's anything we do right, it's that we take care of the fruit from soil to shelf," she said. Marketing investments continue across retail programs and outreach initiatives.
A component of this outreach has been the use of the company's Kiwi Brothers mascots, active in fifteen markets globally. "They are torchbearers for our brand," Wilson said. "We're trying to make sure they've always got a wink of humor but are serious about their mission."
According to the company, sampling programs distributed about two million samples this year, and digital and experiential marketing generated one billion media impressions.
Wilson said, "We're serious about making sure that people understand who Zespri is. We're not Coca-Cola yet. But one day, right? One day, we'll be like, 'Yep, I know who Zespri is in the U.S.'"
Source: FreshFruitPortal
