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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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Northern Hemisphere kiwifruit harvest well underway for Zespri

Northern Hemisphere kiwifruit harvest well underway for Zespri

The harvest of Zespri Kiwifruit from Northern Hemisphere orchards is well underway, with total volumes expected to reach more than 19 million trays this season.

Zespri Chief International Production Officer Sheila McCann-Morrison says the increased volumes demonstrate the progress being made on Zespri’s global supply strategy of providing consumers with Zespri Kiwifruit for all twelve months of the year.

“This year’s Northern Hemisphere harvest is expected to exceed 19.1 million trays, which is almost 25 percent up on the 15.4 million trays recorded in 2017/18. This includes close to 10.5 million trays of SunGold compared to 6.3 million trays last year and 8 million trays of Green kiwifruit versus 9 last year. Zespri is looking forward to completing the New Zealand season by the end of the year while transitioning to supply from our Northern Hemisphere locations.

“Growth in our offshore supply allows us to meet increasing consumer demand for our premium quality kiwifruit and ensure that our brand remains top of mind in the three-to-four months of the year when our New Zealand-grown kiwifruit is unavailable. Ultimately, this is trying to meet the needs of our consumers and support sustainable long- term returns for our non-New Zealand and New Zealand-grown crop,” Ms McCann-Morrison says.

Zespri has developed long-term partnerships with non-New Zealand-based growers and suppliers to provide Zespri Kiwifruit in Italy, South Korea, Japan and France. Exports from Italy and France also enable us to serve our consumers in other key markets. All non-New Zealand-grown Kiwifruit must meet Zespri’s stringent quality standards, with quality managed through the Zespri System.

Europe remains Zespri’s most significant source of non-New Zealand-grown kiwifruit, with Italy supplying more than 90 percent of our total volumes and more than 9 million trays of SunGold.

“In addition to expanding our production in current key European locations, particularly in Italy, we are running trials in new growing locations to determine whether we can successfully diversify our supply. We believe this will allow us to mitigate risks like pests and adverse weather events and also bring our supply closer to market,” says Ms McCann- Morrison.

Outside of Europe, Zespri expects to see continued growth in Asia and is focusing on increasing the supply of SunGold in Japan and South Korea to meet strong demand. Zespri also continues to explore the potential for a 12- month supply programme in China. A proof of concept trial in China is nearing completion, working with local partners to assess local Chinese varieties to determine whether we can sustainably grow Zespri-quality fruit. Zespri has also started production trials in Oregon and California in the US, which has become one of Zespri’s most significant new growth markets due to demand for SunGold.

Zespri continues to invest strongly in supporting its partners around the world with technical advice to maximise their returns. Zespri also shares best practice growing techniques, Psa learnings and R&D with grower forums in its offshore production bases.

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Bumper harvest expected for New Zealand kiwi

KIWI asia ZESPRI (1)

New Zealand’s kiwi producers anticipate a bumper crop this year thanks to ideal growing conditions.The hot summer weather should see large volumes of both green and gold kiwifruit when harvest begins in April. Total volumes might even exceed the record-breaking crop of 2016, with more mature vines than two years ago. Zespri forecasts better yields of both green and gold kiwifruit, with more plants coming into production every year. However, there is still time for the climate to intervene.

Global demand for kiwi is strong and prices are high, which is why Zespri aims to increase sales to US$4.5 billion by 2025. New Zealand’s kiwi industry has invested in new varieties and worked cooperatively to achieve the success seen today. However, it still faces certain challenges, such as the rising price of kiwifruit land and the country’s ageing workforce.