Zespri has launched a new campaign, “Grown by Nature’s Rules,” which showcases the stories of growers and their commitment to high-quality, great-tasting organic fruit.
To highlight the distinctive growing process that has helped drive demand and sales for Zespri’s premium Organic SunGold and Green Kiwifruit, the company’s team will be available at booth No. 813 during the Organic Produce Summit, set for July 9-10 in Monterey, California.
“Retail sales for Organic Zespri have had a strong start to the season in the U.S., with both SunGold and Green Kiwifruit selling well across the market,” said Bianca Fiedler, Zespri’s trade marketing director, North America.
Zespri has been the primary driver of kiwi category growth, accounting for 58 percent of total organic kiwi sales, up from 42 percent last year.
Zespri’s 1-pound and 2-pound Organic SunGold packs are the top two selling organic kiwi items this season, followed by Zespri Green as the No. 4 best-selling organic Green Kiwi SKU.
“Our communication platform helps explain what sets us apart in our organic way of doing things as the No. 1 organic kiwi brand,” Fiedler said.
“Our organic growers are led by nature and to bring this concept to life, we have created a short video featuring Helen Scott, a New Zealand organic kiwifruit grower. Helen shows us how she works with nature to grow great tasting and nutritious Zespri Organic Kiwifruit.”
The organic ads featuring Scott and the “Grown by Nature’s Rules” tagline will be displayed during the trade show. The organic ad conveys Zespri’s partnership with nature, its mindset advocating for what it believes in and its long-term lens with a focus on sustainability and the health of the planet.
To further drive purchase and sales growth for Organic SunGold and Organic Green Kiwifruit, in-store POS material, a microsite and social media activations are in development.
Retailers and industry personnel can stop by the booth and sample Organic SunGold Kiwifruit and grab a booth giveaway – Zespri branded socks with kiwifruit graphics.
In addition, Zespri will sponsor the educational session, “The Pros and Cons of Private Label and Branded Organic Produce,” from 8-10 a.m. July 10 at the Marriott, San Carlos Ballroom.
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