Zespri currently accounts for around 40% of China’s kiwi imports, making China its largest market. To stay ahead of the competition, the company is investing in high-quality produce and building stronger relationships with Chinese distributors and consumers.
One way that Zespri is distinguishing itself from competitors is by focusing on sustainability. The company has committed to reducing carbon emissions across its supply chain and has set a target of net-zero emissions by 2050.
In addition to sustainability, Zespri is investing heavily in marketing and promotion, including launching a “Red Kiwi” campaign to target younger consumers who are willing to pay a premium for exotic fruits. The campaign has been successful, with Red Kiwi sales increasing by 20% year-on-year.
Zespri is also exploring new sales channels in China, including e-commerce and social media platforms. The company has partnered with Alibaba’s Tmall and JD.com to sell its kiwis online and is using social media platforms like WeChat and Douyin to promote its products.
Despite the challenges, Zespri remains optimistic about the future of the Chinese kiwi market. The company cites growing demand for high-quality produce and the Chinese government’s commitment to promoting healthy eating habits as positive signs for the industry.
Zespri is a cooperative of more than 2,800 New Zealand kiwi fruit growers and is responsible for exporting kiwis to over 50 countries worldwide. The company’s revenue in 2020 was NZD 3.36 billion, up 7% from the previous year.
As the Chinese kiwi market continues to grow, Zespri’s ability to maintain its dominant position will depend on its ability to adapt to changing consumer preferences and find new sales channels. However, with its commitment to sustainability, high-quality produce, and innovative marketing strategies, Zespri is well-positioned to continue its success in China and beyond.
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