Industry professionals and retailers can stop by Zespri’s booth No. 3293 during the IFPA Global Produce & Floral Show in Anaheim, California, to meet with regional and international staff and to taste Zespri SunGold Kiwi samples and Kiwitinis.
“Our booth is always buzzing, bringing to life the boldness and fun of our remarkable kiwifruit,” said Jeanne Wilson, head of marketing for North America.
“Our booth will extend the excitement of our omnichannel consumer campaign that increased demand this year, sending shoppers to stores looking for the No. 1 fastest-growing category in the fruit bowl.”
Zespri’s “Taste the Obsession” consumer campaign highlighted the care that goes into growing Zespri’s Kiwifruit through sampling activations, influencers and paid media advertising.
Not only did Zespri’s campaign help drive consumers to stores, but it helped maintain Zespri’s SunGold Kiwi position as the top driver of growth for the category, accounting for more than half of the total dollar gains in the category this season.
Due to the faster growth rate, the Zespri brand continues to strengthen the category share of 54 percent, up 4 points from the previous year. Zespri SunGold Kiwi is the main growth driver, with sales increasing by 20 percent.
“Strong demand and overwhelmingly positive consumer sentiment reinforces our campaign success,” Wilson said. “Our goal at the IFPA tradeshow is to showcase this excitement through our event activations and sampling. Attendees can experience this enthusiasm and obsession firsthand.”
SunGold Kiwifruit will be sampled during show hours along with a happy hour from noon-5 p.m. serving SunGold Kiwitinis. Attendees can receive an airbrushed kiwi-inspired tattoo for a chance to win the newly released, premium Smartwatch.
To begin the show, Zespri is co-sponsoring the welcome reception where attendees can try specialty dishes and beverages. Zespri will also sponsor the “Race for a Healthier World 5K” and provide runners with a SunGold Kiwi to refuel afterward.
Read more produce news from The Shelby Report.
