Kenyan company Fruitbox appointed as Zespri agent

In an ongoing effort to align with strong and respected global fresh produce brands, Fruitbox, a Kenyan importer-distributor, recently partnered with New Zealand post-harvest operator EastPack to supply Zespri-branded kiwifruit to Kenya. 

“We are excited to partner with EastPack via their collaborative marketing partnership with Zespri to represent this well-known global brand,” said Sandip Jethalal, general manager of Fruitbox. ”It fits well with our model of trading first-class fruit with integrity.”

Fruitbox said in a statement that while Zespri kiwifruit was previously available in limited volumes in East Africa, the logistical route and cold chain had proved cumbersome and inefficient.

This led to the product having a higher cost and shorter shelf-life.

“The exclusive partnership enables Fruitbox to supply high-value Zespri brand kiwifruit directly and cost-effectively to the region’s growing middle class,” Jethalal continued.

“Previously, we sourced Zespri kiwifruit primarily from South Africa and then airfreighted it to Kenya, contributing to the cost chain and the final product price.

”Our direct supply chain will reduce the cost to consumers,” he noted. ”Still, more importantly, we will now be able to vouch for the quality and integrity of the product we sell to our customers.”

According to Nico de Lange, chairman of Fruitbox, the company is well-placed in East Africa, with an ”unparalleled supply chain and modern cold storage facility ensuring consistent quality”.

“As a first receiver with established distribution channels and storage facilities, we can import full container loads directly from the country of origin and develop the category to its full potential,” he outlined.

Fruitbox said it welcomed partnerships with like-minded companies that shared their core values and had a long-term vision.

“Our agreement to market Zespri-brand kiwifruit is in line with our strategy to collaborate with blue-chip suppliers into Africa, a growing market for many production countries,” Fruitbox stated.

East Africa is the region with the largest population in Africa.

“With the growing middle class in East Africa comes a demand for higher-value fruit such as cherries, peaches, and nectarines,” the company said.

”We aim to align with esteemed brands, such as Zespri, Tru-Cape, and Jana Fresh, to supply these products directly from source, which results in value and quality optimisation for consumers in the region.”

Since its inception, Fruitbox said it had offered suppliers an international trading experience in terms of disclosure, transparency, quality control, and payment systems.

“International brands are comfortable doing business with us. We have state-of-the-art facilities and cold storage, and our way of conducting business earns the trust of our suppliers.”

This was echoed by Richard Fraser-Mackenzie, general manager for order and supply at EastPack in New Zealand, when he said Fruitbox had invested in quality product-handling infrastructure and boasted good local operators with strong relationships to establish the kiwifruit programme in Kenya.

“Fruitbox has a unique geographic location and can supply the East African community with kiwifruit from New Zealand,” said Fraser-McKenzie. ”We expect the market to grow incrementally and our green and gold kiwifruit consumption to expand annually.”

Fruitbox is the exclusive importer of Tru-Cape produce in Kenya, including apples, pears, cherries and soft citrus.

It also imports citrus and table grapes from Southern African countries and Egypt.