As the new kiwifruit season kicks off, Zespri is poised to maintain its position as the #1 selling and best-tasting kiwifruit brand. The first shipments from New Zealand have set sail, with vessels expected to arrive at the Port of Philadelphia and the Port of Los Angeles by late April, allowing retailers to track the shipments and prepare for the highly anticipated season.
Darren LaMothe, Zespri’s General Manager for North America, attributes the brand’s success to its commitment to growing kiwifruit for taste. ‘Consumers love the taste of our refreshingly sweet SunGold Kiwifruit, which has helped solidify our top brand positioning,’ LaMothe explains. A recent consumer study found that shoppers were twice as likely to consider buying Zespri Kiwifruit over other brands after tasting it, with Zespri’s SunGold Kiwifruit scoring 40% higher in likeness compared to leading gold brands.
To capitalize on this strong consumer preference, retailers are encouraged to build large, prominent displays showcasing both Zespri’s SunGold and Green Kiwifruit varieties. When merchandised together, sales increased by 32% compared to displaying another green kiwi brand alone. Adding organic varieties further boosts consumer perception.
Zespri has updated its iconic yellow merchandising display to tie in with its successful ‘Taste the Obsession’ consumer campaign, which will continue with social media, digital advertising, sampling, and the introduction of the Zespri KiwiBrothers brand characters. The campaign aims to highlight the passion and care behind delivering the world’s best kiwifruit.
Further driving traffic to stores is Zespri’s SunGold Kiwifruit being awarded Good Housekeeping’s 2024 Best Snack Award in the Powerhouse Produce category for the fourth consecutive year. ‘We’re thrilled to have health professionals continue to endorse Zespri SunGold Kiwifruit as a remarkably healthy and delicious snack,’ shares Jeanne Wilson, Head of Marketing North America.
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