Zespri is ramping up efforts to combat counterfeit fruit branding as fraudulent labeling is expected to rise with the increasing availability of illegally grown kiwifruit overseas. A recent visit by an industry insider to Indonesia revealed supermarket shelves stocked with poor-quality "Zhouzhi" kiwifruit bearing a label closely resembling the Zespri brand. This same counterfeit brand was previously seen in China by Farmers Weekly during a visit in March 2019.
Zespri's head of strategy, Tim Clarkson, confirmed that the company is well aware of the Zhouzhi brand, which originated in China and sells both locally and in Southeast Asia. He stated that Zespri actively monitors such brands through its enforcement programs and takes legal action where necessary to protect its brand integrity.
The growing volume of illegally cultivated Zespri SunGold kiwifruit presents a significant challenge, with nearly 9,000 hectares of unauthorized plantings in China, surpassing the 8,600 hectares planted in New Zealand. In response, Zespri has been collaborating with Chinese authorities to target individuals involved in large-scale counterfeit operations.
In early 2024, intelligence gathered by Zespri led to local police raids in China against sellers distributing locally grown kiwifruit under counterfeit Zespri labels through e-commerce platforms. These operations resulted in successful prosecutions of three individuals, with online sales valued at approximately $428,000. The offenders received non-custodial sentences ranging from six months to one year and were fined about $76,500. Additionally, nine others involved in the same counterfeiting network were sentenced in November for manufacturing and distributing over nine million counterfeit Zespri labels. Some received jail sentences, while others faced non-custodial penalties and fines.
Clarkson emphasized the growing importance of enforcement efforts, noting that counterfeit cases are expected to increase as unauthorized G3 (Gold fruit) production expands in the coming years. He expressed appreciation for the support of Chinese authorities and reaffirmed Zespri's commitment to continuing its collaboration with them.
Since 2020, Zespri has been operating a verification audit program to trace where Zespri-branded fruit is grown. This initiative allows for commercial consequences when China-origin fruit is found in Zespri packaging in authorized retail outlets.
While counterfeit labeling remains a major concern for Zespri, other food products are also highly susceptible to fraud. Globally, olive oils, honey, spices, and alcoholic beverages are among the most commonly counterfeited goods. In Europe, authorities have launched a campaign against fake honey, as production methods using genetically modified bacteria to alter sugar profiles have raised concerns over food authenticity.
As fraudulent food production methods evolve, Zespri continues to strengthen its legal and monitoring efforts to protect its brand and ensure consumers receive authentic, high-quality kiwifruit.
Source: Farmers Weekly