Zespri, a cooperative of kiwi fruit growers in New Zealand, is targeting sustained growth in China, maintaining its confidence in the world's second-largest economy despite global uncertainties.
With Chinese consumers prioritizing health and premium-quality produce, Zespri anticipates a 9% increase in its China sales this year, reaching 46.3 million standard trays of kiwi fruit. "We have very strong trust in the Chinese economy," Nathan Flowerday, chairman of Zespri, stated in an interview with China Daily.
Zespri has been cultivating the China market for over two decades. In 2024, the cooperative's sales in China exceeded 1.1 billion New Zealand dollars, with over 1.5 billion kiwi fruits sold. China remains Zespri's largest and most strategic market, contributing about one-third of its global revenue. "So it's just a matter of us fulfilling that strong demand that we've got to succeed in the China market," Flowerday remarked.
Zespri's performance in China is attributed to strong partnerships with distributors, ports, and testing facilities, along with premium product quality. A report by NielsenIQ highlights that Chinese consumers are prioritizing household essentials and health-related products. Zhou Lingqing, managing director of NIQ China, noted, "They are seeking value in every purchase through various means and are focusing on products that bring a sense of abundance and well-being."
Zespri believes that the trend aligns with its offerings, as premium fruits gain favor among Chinese families. "The reason we think that, particularly in our case from a fruit perspective, is the very strong health attributes of our kiwi fruit," Flowerday said.
Despite economic uncertainties, Zespri plans a measured expansion in tier-one cities and beyond. "We currently provide kiwi fruits to over 30 million households throughout China. There are many more households that we could reach," Flowerday stated. He emphasized a deliberate strategy of focusing on tier-one cities before expanding further.
Flowerday also highlighted the importance of New Zealand-China bilateral ties, citing the free trade agreement as a testament to the deep relationship between the two countries. He remains optimistic about Zespri's long-term prospects in China, stating, "When I think about it from a historical perspective, there's always more we can do."
Source: China Daily
