The Centre was first established in 2015 and acts as a hub connecting Zespri’s markets together, as well as connecting all markets with growers in New Zealand and offshore. A new office was completed in late 2020 but Covid-19 and the associated travel restrictions in recent years delayed an official opening until now.
Zespri chief executive Dan Mathieson said the Singapore hub plays a critical role in Zespri’s ability to return value back to growers and communities. “Our Centre of Sales and Marketing Excellence is the gateway to all of our major markets and the heartbeat of our sales and marketing strategy, supporting our 17 offices around the world and it was brilliant we could have our growers join us for this important event after the extended Covid-enforced delay,” he said. “The hub has been pivotal in the ongoing strengthening of our brand, including the global roll-out of our successful KiwiBrothers campaigns, which has helped us grow demand and attract new consumers, and we’re looking forward to this continuing in the years ahead.”
“Our sales and marketing programmes have been a key driver of value creation in the category which has seen Zespri’s total global kiwifruit sales increase from NZ$1.9bn in 2015/16 to NZ$3.92bn last year,” he said.