Zespri ended the 2023 season as the #1 selling kiwi brand for the fourth straight year. The Zespri SunGold™ brand has generated double-digit growth in both dollars and volume and has outpaced the total fruit department growth rate by +7 points.
“Our success is attributed in part to our distributors and retail partners and we thank them for a successful season as we look forward to planning the new season in May,” said Darren LaMothe, Zespri’s general manager, North America.
The synergy between the company’s marketing efforts and in-store placement helped drive retail sales of Zespri’s SunGold Kiwi. Its “Taste the Obsession” consumer campaign generated over 1 billion impressions and distributed 2.5 million samples igniting trial for kiwis. Additionally, retailers built large prominent merchandising displays with placement in the produce department. The graphics on the displays matched with the consumer campaign communications helping shoppers easily find the kiwi fruit. Retailers continued to see strong sales increases with the prominent positioning of in-store displays, which resulted in a +$ 6MM in sales compared to a year ago.
Zespri growers report that it’s been a positive growing season so far with great weather conditions so they expect a good yield and a great tasting crop this year.
The campaign highlighted the passion and care that goes into growing Zespri’s kiwifruit. The Zespri System, the integrated production and distribution system used to deliver the kiwifruit to consumers, is one of the foundation blocks of the brand. It is the culmination of years of scientific, technical and practical developments and commitment from orchard to point of retail sale.
“It’s been a positive growing season so far with great weather conditions and we’re expecting a good yield and a great tasting crop this year,” said Zespri Growers, Jeff and Shirley Roderick.
The company is currently planning a new consumer marketing campaign and merchandising opportunities to start another new season. Its goal is to help drive global consumption of fruits and fresh produce by providing a nutritious, delicious fruit that aligns with consumers’ growing health and wellness needs. “We are eager to work with retailers to build customized programs introducing shoppers to the kiwi category and continually drive incremental sales for the department,” said LaMothe.
For more information:
Jill Netzel
Zespri
Tel: +1 (818) 718-8084
[email protected]
https://www.zespri.com
