As the new kiwifruit season commences, Zespri is gearing up to reinforce its dominance in the market as the leading and most favored kiwifruit brand. With the first shipments from New Zealand en route to the Port of Philadelphia and the Port of Los Angeles, expected to dock by late April, retailers are preparing for what promises to be a bustling season. The brand's unwavering focus on cultivating kiwifruit for superior taste has been a key driver of its success, according to Darren LaMothe, Zespri's General Manager for North America.
Consumer research underscores the brand's appeal, revealing that after tasting, shoppers are twice as likely to choose Zespri Kiwifruit over competitors. Specifically, Zespri's SunGold Kiwifruit outperforms leading gold brands by 40% in consumer preference. This strong inclination towards Zespri's offerings presents a significant opportunity for retailers. By creating prominent displays that feature both SunGold and Green Kiwifruit varieties, sales have seen a 32% increase compared to showcasing another green kiwi brand alone. The inclusion of organic options further enhances consumer perception and sales potential.
In a strategic move to amplify its market presence, Zespri has refreshed its iconic yellow merchandising displays to align with the 'Taste the Obsession' campaign. This initiative, which spans social media, digital advertising, and in-store sampling, alongside the debut of the Zespri KiwiBrothers characters, aims to convey the dedication behind producing the world's premier kiwifruit. The campaign's resonance with consumers is expected to drive foot traffic to retailers, bolstered by the SunGold Kiwifruit's recognition with Good Housekeeping's 2024 Best Snack Award in the Powerhouse Produce category for the fourth year running. Jeanne Wilson, Head of Marketing North America, expressed pride in the continued endorsement from health professionals, affirming the fruit's status as a nutritious and tasty snack option.
The convergence of Zespri's taste-focused cultivation, innovative marketing strategies, and health endorsements positions the brand for another standout season. Retailers and consumers alike can anticipate the arrival of these coveted kiwifruits, which not only promise to delight the palate but also contribute to a healthy lifestyle. For more information on Zespri's offerings and the 'Taste the Obsession' campaign, visit https://www.zespri.com.
