Zespri anticipates an early start again this year, with the first shipment of SunGold™ Kiwifruit arriving in the Port of Los Angeles and the Port of Philadelphia by mid-April. Green Kiwifruit will arrive by early May. Following favorable growing conditions, the 2025-26 harvest is projected to see an increase to over 200 million trays across varieties to be sold worldwide. As North American retailers plan for another Zespri Kiwifruit season, they can track shipments to watch, in real-time, the shipping vessels arriving at their East and West Coast destinations.
Kiwi demand is strong due to the company's retail partnerships, in-store displays, and the introduction of its brand characters, the Zespri KiwiBrothers.™
"Last season, we took our consumer campaign 'Taste the Obsession' to new heights through the introduction of our KiwiBrothers brand characters in paid media and sampling activations," said Darren LaMothe, Zespri's general manager, North America. "The campaign surpassed key metric targets and engagement benchmarks, reinforcing the strength and impact of our characters and driving the consumer connection. This season, we are adding a strong retail component to the marketing mix to drive sales."
© ZespriThe KiwiBrothers have helped lift sales and driving category growth across 19 markets globally for the past nine years. As they take on America again, they will continue their mission to spread the Zespri Kiwifruit obsession by attempting to be movie stars. Through a suite of Hollywood-style trailers and cinematic campaign assets, consumers can join the KiwiBrothers and taste the obsession for themselves. Additionally, the KiwiBrothers will be front and center at retail with a full suite of touchpoints, including new packaging, shippers, pole toppers, shelf talkers, and digital assets.
The company shipped over 50K display units nationwide last season as retailers recognize their power in driving incremental sales. Key retailers are seeing an average sales lift of 110 percent during promotions featuring displays. Including SunGold and Green Kiwifruit varieties in the set drives incremental growth. When both varieties are merchandised together, sales increase by 32 percent compared to another green kiwi brand. When SunGold and Green Kiwi organic varieties are included in a display, there is a halo effect of favorable consumer perception.
SunGold Kiwifruit is the brand's main driver of growth, with dollar sales in the U.S. increasing +42 percent and volume sales +36 percent versus a year ago.** To build on its success, the company is expanding its portfolio with a soft introduction of the RubyRed Kiwifruit in the U.S. The new variety will bring a unique flavor experience with a sweet berry flavor. "We have a pilot program for three weeks for West Coast retailers at the start of the season," said LaMothe.
* Circana Total U.S. Mulo+ CY2024 (WE 12/29/24)
** Circana Total U.S. Mulo+ - 2024 NZ Season (WE 12/1/24)
For more information:
Zespri Group, LTD
contact.us@zespri.com
https://www.zespri.com/en-US