Will North American consumers fall for SunGold Kiwifruit?

New Zealand’s kiwifruit production has started and the first fruit arrived in the US during the 2nd week of May. “We will have full distribution beginning of June,” says Sarah Deaton with Zespri North America. “Product will be available until November, but we are putting a lot of effort in providing a 12-month supply in the future.” 

In the North American market, Zespri is putting emphasis on the company’s proprietary SunGold variety. “This variety was in development for 10 years and really reinvigorates the market for kiwifruit,” said Deaton. “It’s yellow inside and with its tropical, sweet flavor and smooth skin, it is very different from the traditional green variety. Some people say it tastes like a cross between a mango and a strawberry.”

Although the SunGold variety has been around for a few years, it is a niche variety that wasn’t well known to the general public. “Until recently, it was mainly available at Asian demographic stores as golden kiwifruit is more popular amongst Asian ethnic groups,” Deaton mentioned. “SunGold Kiwifruit has general market appeal and now that we have the volume to support expansion, we are educating the North American consumer and trying to get more people to learn about SunGold Kiwifruit.”

As part of the educational program, Zespri emphasizes the nutritional benefits of the yellow kiwi variety. “It contains lots of vitamin C, potassium and fibers,” shared Deaton. “In addition, we are showing consumers how to eat it and how to use it through in-store demos and point of sales materials. We have resources available for customized retail promotions in North America and Canada.”

Imported SunGold Kiwifruit is set to increase 45 percent over last year due to increased consumer demand. The product is available packaged as well as in bulk. “SunGold does very well packaged,” said Deaton. “We offer different packaging options and it is up to the retailer to choose which type fits best based on their consumer base.” It is offered in a 1 lb. bag and 1 lb. clamshell as well as a 2 lb. clam for club stores. In addition, Zespri is developing a 3-piece ‘on the go’ pack, which will be available soon.

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Sarah Deaton