In 2022, Zespri introduced RubyRed kiwifruit, marking the culmination of extensive research and development efforts in the outskirts of Te Puke, New Zealand. The kiwifruit breeding initiative, which began in 1977, saw the formal establishment of the Kiwifruit Breeding Centre in 2021, a collaboration between Zespri and Plant & Food Research. Dr Bart Challis, the centre's chief commercial officer, highlighted the long innovation cycle in kiwifruit breeding, often spanning 20 years to develop a concept. A distinctive feature of the New Zealand sector is the strategic linkage and vertical integration between Zespri and the breeding program, unlike many global breeding programs which lack targeted approaches.
Challis emphasized the importance of market research and insights provided by Zespri, which guide the breeding program's focus. The collaboration aims to meet Zespri's consumer research and global market analysis needs, identifying opportunities for category growth and new product introductions. The breeding centre's challenge lies in translating Zespri's market opportunity definitions, such as desired 'mouthfeel', into tangible fruit characteristics through scientific research and large-scale screening processes. This effort involves identifying key traits among tens of thousands of kiwifruit seedlings annually, necessitating efficient, high-throughput screening methods.
Moreover, the research endeavors to enhance fruit attributes for growers, focusing on yield, vigour, budding, storage, and transport capabilities. The timing of product market entry and supply chain considerations are paramount, ensuring diverse market offerings and efficient logistics. The development of Zespri RubyRed remains ongoing, with continuous efforts to refine its market position and explore new market opportunities through additional health benefits and other characteristics. Despite the commercial sensitivities surrounding the breeding centre's work, Challis assures that substantial progress is being made to advance the industry.
Source: The Country