Milestone reflects the kiwifruit marketers focus on brand-led marketing
Zespri has surpassed 100mn global households for the first time, according to new household penetration data.
The milestone reflects growing global demand, with Zespri’s shopper panels revealing the kiwifruit marketer is sitting around 23 per cent penetration across its core markets.
Zespri’s chief marketing, innovation and sustainability officer, Jiunn Shih, said Zespri is proud to have built on strong consumer demand for kiwifruit and establish a brand consumers love.
“This milestone reflects our continuous focus on brand-led marketing efforts showcasing the benefits of our high-quality, nutritious and great-tasting Zespri kiwifruit,” he said.
“It also demonstrates the progress we’ve made with our expansion into new markets and our use of new sales channels – making our kiwifruit available to more households across the globe.”
Shih said kiwifruit is an increasingly popular choice for consumers who are seeking products which support their health and wellbeing.
“While kiwifruit continues to rise in popularity, there is still plenty of untapped demand which presents an opportunity for Zespri and our growers to continue to supply good quality fruit to grow household penetration further as volume increases,” he said.
“We’re incredibly confident in the outlook for the category and our ability to create ongoing value for our growers. With an expected crop volume from New Zealand of more than 200mn trays of kiwifruit this season, we’re looking forward to making more nutritious Zespri kiwifruit accessible to even more consumers around the world, in an increasingly competitive market.”
