Zespri Kiwifruit, the world’s leading kiwifruit brand, continues to make waves in the North American market. Jeanne Wilson, head of marketing, North America, shared the company’s success story at the recent Global Produce & Floral Show in Atlanta, Georgia.
“We’re the No. 1-selling kiwi brand,” Wilson emphasized. “We sell five times more than any other brand. It’s really exciting.”
She credited this success to strong retail partnerships and strategic in-store displays.
But Zespri, whose global headquarters are in New Zealand, isn’t just about selling fruit; it’s about creating a brand experience. This year, the company introduced the Kiwi Brothers to the U.S. market.
“They’re so engaging and so fun,” Wilson said. “We just want people to have fun in the produce category.”
The Kiwi Brothers, with their distinct personalities and passion for kiwifruit, have become a key part of Zespri’s marketing strategy.
“They’re not just a facade,” Wilson explained. “They’ve got a story to tell, and it’s about the passion and dedication that goes into growing our kiwifruit. And they’ve got fun personalities, so each one is distinct.”
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Driving growth
Zespri’s focus on innovation and quality has driven category growth.
“The category is up 12 percent, led by our growth from Sungold, which is up 14 percent,” Wilson said.
The company plans to continue its momentum by leveraging strong retail partnerships and innovative marketing campaigns. This also includes product sampling.
“Every time you’re able to put that fruit in somebody’s hand for the first time, it’s so gratifying,” she said. “That’s why our sampling is so important as far as our marketing strategies … how do we expose more people to it?”
As Zespri looks to the future, it remains committed to educating consumers about the health benefits and unique taste of kiwifruit.
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