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Zespri reveals bold new brand identity

Zespri Director Nathan Flowerday with Linda Mills (Chief Market Performance Officer), Dan Mathieson (CEO), Jiunn Shih (Chief Growth Officer) - © Zespri
5 February 2020


Zespri, the world’s leading marketer of kiwifruit, has unveiled its first new look in its 22-year history, with a refreshed brand providing a strong platform for the company to continue its recent growth.


Zespri Director Nathan Flowerday with Linda Mills (Chief Market Performance Officer), Dan Mathieson (CEO), Jiunn Shih (Chief Growth Officer) - © Zespri

Zespri Director Nathan Flowerday with Linda Mills (Chief Market Performance Officer), Dan Mathieson (CEO), Jiunn Shih (Chief Growth Officer) – © Zespri


With operating revenue of $3.14 billion in 2018/19, Zespri continues to make excellent progress towards its goal of reaching $4.5 billion in sales by 2025, driven by the commitment of its 2,800 New Zealand and 1,500 offshore growers to produce premium-quality kiwifruit.

Revealed at the world’s leading fresh produce exhibition, Berlin Fruit Logistica, the new brand better reflects the company’s purpose which is to help people, communities and the environment thrive through the goodness of kiwifruit.

The refresh includes a new brand vision, a new brand tagline and a new visual identity that captures the burst of flavour consumers get from biting into a Zespri Kiwifruit.

Chief Growth Officer Jiunn Shih says the New Zealand kiwifruit industry has invested significantly in developing the Zespri brand and the refresh was designed to position the company for its next phase of growth.

“We see evidence that consumers today are making more considered purchasing decisions and looking for brands that have a purpose and set of values that they can personally identify with.

“We’re proud of our purpose and our values, including our role as kaitiaki (guardians) for our future generations, and consumers can expect to see that increasingly brought through in our refreshed visual identity.”

Mr. Shih says the refresh had been an extensive process, including looking at how Zespri could better connect emotionally with consumers and build a stronger, more intuitive brand identity.

“We’re confident that our new brand will resonate not only with our loyal fans but pique the interest of new ones, helping differentiate Zespri in the fresh produce market so that we can continue to grow our share of the global fruit bowl.”

Customers and consumers will see a refreshed Zespri logo featuring the use of a green fan, inspired by the vibrant cross-section of a kiwifruit with different shades of green bursts, and a red wordmark reflecting the energy and dynamism of the Zespri brand.

Having worked extensively with some of the world’s leading market research agencies on the development and validation of the new brand direction, Zespri was delighted to see that in testing, the new logo was clearly recognised by regular Zespri users with higher predisposition to choose Zespri.

Mr. Shih says the refreshed brand also recognises the fact that consumers are increasingly health conscious, looking for snacking options that are healthy, tasty and natural. 

“Zespri Kiwifruit are not only among the world’s most nutritious fruits, but they also taste amazing, so consumers can make the better choice of reaching for a snack that is both healthy and delicious.

“And to celebrate the importance of being healthy, we’ve introduced a new tagline, empowering our people to ‘make your healthy irresistible’.”

The new brand will be progressively rolled out across Zespri packaging and collateral and enter markets from May 2020, with Zespri set to make its biggest ever investment in marketing in 2020 to ensure a strong brand impact and reach as many consumers as possible. 

The refresh follows the company’s operating revenue hitting $3 billion for the first time, and its announcement in late 2019 that Zespri is commercialising a new red kiwifruit variety which will play an important role in attracting even more consumers to the kiwifruit category. The company will also host its industry conference – Momentum 2020: Standing Up and Standing Out – next week in New Zealand, which will introduce how Zespri is transforming to a future proof organisation in a fast-changing environment.

“This is a really exciting time for Zespri and our industry on the back of the strong growth we’ve seen and the increasing global demand for nutritious products like our Zespri Kiwifruit.

“We can’t wait to share our new look with growers and consumers, and look forward to helping even more people, communities and the environment around the world thrive through the goodness of kiwifruit in the years ahead”, Mr. Shih says.


Source: Press Release
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Strong returns forecast from Zespri’s record European harvest

Zespri's kiwifruit at Fruit Attraction 2019 (ct. Alexandra Sautois, Eurofresh)


Zespri’s European kiwifruit harvest is again expected to deliver strong returns for growers in Italy and France, along with another great tasting crop for consumers around the world to enjoy.

Sheila McCann-Morrison, Zespri’s Chief International Production Officer, says that with the Northern Hemisphere harvest well underway, Zespri is expecting to harvest around 19 million trays or almost 70 tonnes of kiwifruit from orchards throughout Italy, France and Greece.

“It’s been a tough season for some European growers this year, with a cold wet spring negatively affecting pollination and issues including the presence of the Brown Marmorated Stink Bug and Moira disease affecting kiwifruit and other local produce.
“However, despite those challenges, this season’s Northern Hemisphere crop is still expected to be around the same as the record set last year. That’s going to mean we can again provide strong returns to the local industry which is something we’re very proud of.
“And more broadly, with this fruit being grown and picked by locals and packed in local post-harvest facilities, we’re continuing to strengthen our relationships with the local industry and make a positive local impact,” Ms McCann-Morrison says.

Zespri’s European growers – around 750 families – play a key role in Zespri’s global supply strategy which supplies premium Zespri Kiwifruit for all 12 months of the year. With growing global demand for premium kiwifruit, the relationships the business has formed over more than 20 years working with European growers are increasingly important.

“It’s a relationship that’s working incredibly well for both Italian growers, post-harvest operators and distributors, as well as for Zespri and the New Zealand industry,” Ms McCann-Morrison says.

“It’s helping deliver greater orchard gate returns, jobs for locals and is also leading to tens of millions of Euros being invested in orchards and post-harvest facilities. It’s also helping foster further collaboration including technical exchange through R&D, grower workshops and nursery visits in New Zealand and other general support – all of which are helping boost production.”

Zespri is involved in a number of trials to help local growers overcome the threats posed by pests and disease.

“Brown Marmorated Stink Bug is having a huge impact on European crops including kiwifruit and so we’re working with locals to address this threat, as well as continuing to invest significantly with our partners on mitigating the impact of the vine-killing disease Psa.
“Our industry knows first-hand the risks associated with biosecurity and the significant costs associated with an incursion – if we can find ways to reduce the impact then the benefits will be immense.”

Ms McCann-Morrison says market access is also a significant focus for Zespri.

“We’re committed to helping create access to new markets for European exporters as we have recently with Mexico so we’re ensuring an even greater number of consumers around the world can access our premium kiwifruit.
“Global supply, or Zespri Kiwifruit grown outside of New Zealand, is currently around 10 percent of all the fruit sold internationally by Zespri, but that will increase significantly along with demand.
“At the moment we have around 3,100 hectares in the ground in Europe and that’s set to grow to around 5,000 hectares over the next five years.”

Ms McCann-Morrison confirmed all non-New Zealand-grown Kiwifruit must meet Zespri’s stringent quality standards, with quality managed through the Zespri System.

“Zespri’s purpose is to help communities around the world thrive through the goodness of kiwifruit.
“European growers are some of the best in the world and it’s great to be sharing our knowledge, systems and varieties with them, and also to be learning in return.”


About Zespri Group Ltd
With global operating revenue of $3.1 billion in 2018/19, Zespri is one of the world’s most successful horticulture marketing companies and the Zespri brand is recognised as the world leader in premium quality kiwifruit. Based in Mount Maunganui, New Zealand, we are 100 percent owned by current or past kiwifruit growers, and employ over 500 people in New Zealand, Asia, Europe and the Americas. On behalf of our 2,800 growers in New Zealand and 1,500 growers based elsewhere, Zespri manages kiwifruit innovation and supply management, distribution management and marketing of Zespri Green, Zespri SunGold, Zespri Organic, Zespri Gold and Zespri Sweet Green Kiwifruit.

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The European “Made in Nature” project brings Italian organic Kiwifruit to Germany

The European “Made in Nature” project brings Italian organic Kiwifruit to Germany

The activities of Made in Nature – Discover the principles of European organic farming, the CSO Italy project funded by the EU, have kicked off in Germany.

After being officially launched at Fruit Logistica, Italian organic produce has now arrived in Germany and will be the focus of many activities planned as part of the 3-year European project Made in Nature – Discover the principles of European organic farming implemented by CSO Italy. During the first in-store event, the spotlight was on Italian organic kiwifruit, produced by Brio S.p.A., a supporting partner of the project. For a week, dedicated island stands with information material were set up at 140 retail outlets owned by Tegut – one of Germany’s leading and largest supermarket chains and a pioneer in the field of organic and natural food since the 1980s – for German customers and consumers.

Italian organic kiwifruit is well-known and appreciated across Europe for its certified production methods, for its cultivation in the most suitable production areas, which are regarded worldwide as key areas in the northern hemisphere, and for the undisputed expertise of Italian producers.

There are two popular varieties of organic kiwifruit: green-flesh kiwifruit, which has an acidic taste and soft texture, rich in fibre and vitamin C, and yellow kiwifruit, which is sweet and aromatic with a tropical taste.

Italian organic green kiwifruit is produced between November and June. Yellow kiwifruit is produced from November to March.

The promotion of “Made in Nature” in Germany is part of the many trade and B2B activities planned for the project that is aimed at promoting the values and culture of Italian organic fruit and vegetables and is targeted to consumers and sector professionals in Italy, France and Germany, which will continue in the next few months with communication and social activities, promotions at retail outlets and participation in trade fairs, including the upcoming Macfrut in Rimini.

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Rivoira group building a new apple packhouse


The Rivoira – Kiwi Uno group, one of the best-known kiwifruit firms in the province of Cuneo (Piedmont), will be undergoing major expansion in apples. To give better service, it is currently in the throes of building a new packhouse. The manager, Marco Rivoira, said that the group expects to increase its apple volumes significantly over the next 3 years, to reach 65 thousand tonnes. The shortage of kiwifruit caused by bacterial disease will bring about a considerable change in the fruit crops, as a large proportion of the growers have cut down their kiwifruit vines and replaced them with apple trees. This signifies an anomalous rise of about 35% in the apple surface area. It should be mentioned that Rivoira owns the exclusive rights to market the Ambrosia variety in Europe, the Middle East and North Africa.