Zespri is gearing up for an early start to the 2025-26 kiwifruit season, with the first shipment of SunGold and Green Kiwifruit expected to arrive in the Port of Los Angeles and the Port of Philadelphia by mid-April and early May, respectively. The favorable growing conditions have led to a projected increase in the harvest to over 200 million trays across varieties, to be sold worldwide.
As North American retailers prepare for the upcoming Zespri Kiwifruit season, they can track shipments in real-time as they arrive at their East and West Coast destinations. Kiwi has become the fastest-growing fruit in the fruit bowl, with Zespri leading as the number one selling kiwi brand in the category, outselling competitors by more than five times.
The demand for Zespri kiwifruit remains strong, thanks to successful retail partnerships, in-store displays, and the introduction of brand characters, the Zespri KiwiBrothers. Last season, the consumer campaign “Taste the Obsession” featuring the KiwiBrothers exceeded engagement benchmarks and drove consumer connection. This season, Zespri is enhancing the marketing mix with a strong retail component to further boost sales.
The KiwiBrothers have been instrumental in driving category growth globally for the past nine years. As they enter their second season in America, they will continue their mission to spread the Zespri Kiwifruit obsession through Hollywood-style trailers and cinematic campaign assets. Consumers can join the KiwiBrothers on their journey and experience the obsession firsthand.
Retailers can expect a full suite of eye-catching touchpoints featuring the KiwiBrothers, including new packaging, shippers, pole toppers, shelf talkers, and digital assets. These marketing initiatives aim to drive consumer engagement and increase sales by making the brand stand out on shelves.
Zespri’s efforts have paid off, with retailers seeing a significant sales lift during promotions featuring Zespri displays. Merchandising both SunGold and Green Kiwifruit varieties together leads to a 32% sales increase compared to other brands. The addition of organic varieties further enhances consumer perception and drives incremental growth.
SunGold Kiwifruit remains the primary driver of growth for Zespri, with sales in the U.S. increasing by 42% in dollar sales and 36% in volume sales compared to the previous year. The introduction of the new RubyRed Kiwifruit will offer consumers a unique flavor experience with its naturally sweet berry flavor and high antioxidant content. Zespri is conducting a pilot program on the West Coast to gather insights before a nationwide expansion.
Consumers can look forward to enjoying SunGold, Green, and RubyRed Kiwifruit this season, each with its own distinct flavor profile. Retailers can capitalize on the growing popularity of kiwifruit by partnering with Zespri for customized programs to drive sales and share in the category’s largest dollar growth.
In conclusion, Zespri is poised for another successful kiwifruit season in North America, with a focus on innovative marketing strategies, strong retail partnerships, and a diverse range of kiwifruit varieties to meet consumer demand. By leveraging the appeal of the KiwiBrothers and introducing new products like RubyRed Kiwifruit, Zespri continues to lead the way in the kiwifruit category.
