JWM Asia and An Minh form joint venture to become a new distribution partner for Zespri in the Vietnam market
Joybee Fruits has announced its launch as a new distribution partner for Zespri in Vietnam, marking an “exciting milestone for the fresh fruit industry in Vietnam”.
The new entity – a strategic joint venture between JWM Asia, which is part of the Joy Wing Mau Group, and leading Vietnamese fruit importer, An Minh – said it combines “regional expertise with deep local market knowledge to strengthen Zespri’s presence in Vietnam”.
Joy Wing Mau Group, Zespri’s long-term strategic partner and its single-largest customer globally, is a regional partner with proven expertise in fresh produce distribution, according to the announcement.
Leveraging its omnichannel retail network, digital supply chain capabilities, and brand marketing strength, Joy Wing Mau plays a key role in driving Zespri’s market growth and brand recognition in China and Hong Kong.
An Minh IET Co is a longstanding distribution partner of JWM Asia and brings an established infrastructure and an extensive distribution network across Vietnam, “ensuring seamless market distribution conditions for Zespri kiwifruit”, the announcement detailed.
Joybee Fruits said it has “facilitated a key strategic opportunity to further develop Zespri’s business in Vietnam”, capitalising on emerging growth trends and expanding consumer demand for premium kiwifruit.
Zespri is a well-recognised and trusted brand in Vietnam, known for its high-quality kiwifruit from New Zealand and commitment to delivering nutritional excellence, Joybee Fruits noted.
With a population of 100mn spread across 63 provinces and municipalities, Vietnam presents “an enormous opportunity” for expansion beyond its traditional strongholds, according to JWM Asia’s GM of trade, Danny Guo.
“Hanoi and Ho Chi Minh City remain the largest urban markets, accounting for approximately 18mn consumers, but Vietnam’s greatest growth potential lies in developing demand across second-tier cities and emerging regions,” Guo said.
“Joybee Fruits is committed to broadening Zespri’s reach across Vietnam, ensuring access to premium kiwifruit through a multi-channel distribution strategy that includes wholesale distributors, retailers and online platforms.
“By leveraging established market expertise, Joybee will also introduce best practices from Joy Wing Mau Group’s successful operations in other regions to optimise distribution, improve engagement, and enhance brand visibility in Vietnam.”
Beyond expanding distribution, Joybee said it will work closely with Zespri and other distribution partners to actively promote Zespri kiwifruit through consumer education and brand-building initiatives.
“The main focus will be on highlighting the unique nutritional benefits of Zespri kiwifruit, including its rich 20-vitamin and mineral content and digestive health advantages,” said Guo.
“Additionally, to achieve the optimal consumer experience, efforts will be made on educating consumers about the best ways to enjoy kiwifruit, helping them incorporate it into their diets for a healthier lifestyle.
“Finally, innovative marketing strategies will be implemented that resonate with local consumer preferences, building stronger brand awareness and loyalty.”
Through these efforts, Joybee Fruit said its main objective is to add value to the fresh fruit industry in Vietnam, ensuring long-term growth and reinforcing Zespri’s position as the leading kiwifruit brand in the market.
Joybee Fruits hosted a launch ceremony In Hanoi to mark its first new-season arrivals of Zespri kiwifruit to Vietnam this morning (22 April).
Joybee Fruits becomes Zespri’s third distributor in Vietnam, working alongside existing distribution partners – Tu Phuong (Tony Fruits) and Biovegi.
