Looking ahead to the New Zealand imported kiwifruit season, the crop looks strong.
“It looks great--both good supplies and good quality this year as well. We had some positive growing conditions during the New Zealand summer that led to good quality kiwifruit so we’re excited to bring it here to the U.S. and Canada in May,” says Sarah Deaton of Orange County, CA-based Zespri US.
Deaton notes the import season from New Zealand runs from May through October/November. “We bring in Italian kiwifruit to extend our season, usually to February, depending on supplies,” she says.
As part of the crop, Zespri’s SunGold Kiwifruit volumes continue to grow year over year. “Kiwifruit is the 3rd fastest growing category in the US. SunGold accounts for 61 percent of total kiwifruit category growth. With its broad appealing, sweet and refreshing taste experience, it’s definitely driving the category,” says Deaton. “SunGold is a completely different flavor profile than green kiwifruit so we’re seeing little to no cannibalization of green. It’s incremental sales and it’s bringing in new users to the category.”
Meeting strong demand
Overall, Deaton says global demand for kiwifruit is outpacing supplies. Demand in North America is strong as well, boosted by Zespri’s marketing efforts including helping retailers build larger displays, which increases kiwifruit sales she says, as well as digital marketing, connecting with influencers, event sampling and more.
While harvesting of SunGold will start any day, New Zealand has not been spared the challenges growers and shippers have seen worldwide, including labor challenges, managing COVID and logistics. “Knowing the supply challenges, we’ve planned for contingencies to help get fruit here in a timely manner,” Deaton says, noting early to mid-May is when fruit is expected to ship to stores in North America.
Meanwhile pricing on fruit is likely stronger this year. “This is due to all the supply chain issues and challenges that other categories are facing too. There are quite a bit more expenses involved both with on-shore and off-shore costs,” says Deaton. “But we know consumer demand is strong for Zespri SunGold Kiwifruit and we are poised for another successful year with our retail partners.”
For more information:
Jill Netzel
Zespri
Tel: (818) 718-8084
[email protected]
https://www.zespri.com/
