Demand continues to climb for Zespri SunGold kiwi. According to IRI, Total MUNLO, latest 12 weeks ending 10/30/22, SunGold is seeing sales growth up 39 percent and volume up 22 percent year over year.
“Over the last two years, produce sales have increased 13 percent. The pandemic helped consumers accelerate their awareness and need for healthier products including fresh produce,” says Dan Riley, general manager, Zespri North America. “We also see that consumers are looking for variety in their choices and Zespri SunGold Kiwi allows them a new flavorful experience while eating healthily.”
The fruit out of Italy should have strong quality this season.
The company has also focused marketing efforts to support the growth of the proprietary SunGold Kiwi. Riley says this fruit is an impulse buy so Zespri continues to work on getting it onto the shopping lists and into baskets with a marketing campaign that includes digital media, influencers and extensive sampling activities (events, meal kits, etc.) to drive trial and shoppers to the store. “Once in store, it's imperative shoppers be able to find us. The biggest shopper barriers are awareness and citing they can’t find us in store,” he says. “We will continue to work with retailers on building eye-catching displays with our shipper display units and other promotional programs as we see these activities helping drive sales and repeat purchases for retailers.”
"The pandemic helped consumers accelerate their awareness and need for healthier products including fresh produce,” says Dan Riley.
Transitioning to Italy
To meet that growing demand is a good supply of fruit. Zespri is currently winding down fruit out of New Zealand and gearing up for production in Italy. That transition is happening at a similar time to last year’s transition. “We’ll work with our partners to transition to European supply and make it as seamless as possible--we encourage retailers to work with our reps to make sure they’re ready for the transition,” says Riley.
Zespri is currently winding down fruit out of New Zealand and gearing up for production in Italy.
Meanwhile, the fruit out of Italy should have strong quality this season. “Italy had a warmer summer so the Brix levels are showing good signs of sweetness,” he says, adding that Zespri also has green kiwifruit coming out of Greece this year. “You can expect the same superior eating experience and repeat purchase from Zespri European fruit that you get with New Zealand.”
For more information:
Jill Netzel
Zespri
Tel: (818) 718-8084
jnetzel@gowithfusion.com
https://www.zespri.com/