Zespri Pushing their Kiwi Fruit to the Front this Summer
NEW ZEALAND - Zespri is continuing to build its brand this summer by focusing on educating and building awareness of Zespri Kiwifruit, particularly Zespri’s health benefits, consistent quality, and the company’s commitment to sustainability and growing quality kiwifruit.
Currently selling in 53 countries across the world, Zespri is launching its new SunGold variety around the world this season. Zespri SunGold Kiwifruit is a deliciously sweet and juicy proprietary variety, with a light golden flesh and sweet taste, with a hint of tanginess. SunGold is an attractive, larger kiwifruit with a delicate texture inside and a smooth skin outside.
“Zespri has a strong commitment to research and development. This is a key part of what makes Zespri a leader in the produce industry,” Senior Marketing Manager, Michele Hoard, tells us. “All fruit labels on our Organic Zespri Kiwifruit are now fully compostable, which is an exciting part of our commitment to sustainability.”
Zespri notes that people are catching on to the convenient ‘Cut and Scoop’ method of eating kiwifruit. “Cut the kiwifruit in half with a knife and scoop out the flesh with a spoon. It’s an ideal snack and such a unique flavor,” Hoard says.
Hoard tells us that some of the challenges they face in the kiwifruit category are competing with local items. This can push kiwifruit to the back of the department. We know that when kiwifruit is cross-merchandised with berries or displayed in the front of the produce department sales increase up to 200 percent. “In the North American market, it can be difficult to locate the kiwifruit in the produce department. Supermarkets often stick kiwifruit at the back of the department without any point of sale material to identify it.”
Her suggestion to retailers, “Try merchandising the fruit front and center by the berries because it suggests to consumers to put kiwifruit in summer fruit salads, in fruit tarts, fruit pies, among other recipes.”
