"We have been supplying the North American market with Organic SunGold and Green Kiwifruit varieties for nearly a decade," says Darren LaMothe, Zespri's general manager, North America. "We have had five straight years of growth in organic sales in the U.S., with a four-year CAGR (compound annual growth rate) of 92 percent. Both Organic SunGold and Green Kiwi are the top-selling organic kiwi SKUS."
According to the Organic Trade Association, organic products reached a new record return of $70 billion last year. Shoppers are looking for the USDA Organic label despite price inflation. This past season, Zespri Organic Kiwifruit experienced a dollar growth of +28 percent and a volume growth of +20 percent in the U.S. Zespri's success with its organic varieties drives incremental dollars for the total category.
Zespri will showcase its Organic SunGold Kiwifruit as a snack as the Morning Break sponsor on Thursday, July 11 from 10:00 a.m. – 10:30 a.m.
"Our growth is driven by our 1 lb. Organic SunGold pack," says LaMothe. "It accounts for over half of the total Zespri organic sales this past season while driving the largest growth of +60 percent. Kiwifruit is a high-growth, everyday item now and it sells best when it is prominently displayed, adding incremental sales to the produce department."
The in-store placement of Zespri's merchandising displays and marketing efforts are developed to drive retail sales to the produce department. When both varieties of SunGold and Green Kiwis are merchandised together, sales increased 32 percent compared to another green kiwi brand. Additionally, when SunGold and Green Kiwi organic varieties are included in a display, there is an automatic halo effect of favorable consumer perception. Zespri's marketing campaign is in full swing with digital media, sampling activations, and eye-catching displays. Last year's program generated over 1 billion impressions and encouraged new household usage. This year's campaign is on track to meet or surpass that metric.
Organic Produce Summit
Retailers will have the chance to sample Zespri's Organic SunGold™ and Green Kiwifruit during the Organic Produce Summit in Monterey, California July 10-11, 2024. The company's account managers will be at booth #713 during the show to provide information on how to grow Zespri™ Organic Kiwifruit sales. Zespri will showcase its Organic SunGold Kiwifruit as a snack as the Morning Break sponsor on Thursday, July 11 from 10:00 a.m. – 10:30 a.m.
"We are excited to be an exhibitor and sponsor at the show," says LaMothe. "Our account managers will be available to meet with retailers and we have helpful industry information, support materials, and knowledge to customize programs just for them."
For more information:
Zespri
https://www.zespri.com