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Zespri launches SunGold marketing drive in North America

Zespri launches SunGold marketing drive in North America
Photo: Zespri

Zespri has commenced its 2021 SunGold kiwifruit marketing campaign in North America, with the first fruit to arrive in mid-May. According to Zespri, SunGold is now the top-growing kiwifruit and retailers can drive sales by making it easier to find. Shoppers are better able to locate SunGold in the produce section with its newly designed vertical packaging, which is stackable and easier to merchandise.

Shopper marketing manager Sarah Deaton said: “Zespri is the world leader in premium kiwifruit and our kiwi is outpacing total fruit growth by eight points. With Zespri SunGold Kiwifruit we achieved 47% sales growth through 2020 and there is continued high consumer demand making it a basket value driver. Our market development managers are available to help retailers develop in-store promotions created specifically for their shoppers to increase sales.”

To build on the success of its popular SunGold Kiwifruit variety, Zespri is introducing “Taste It To Believe It,” a 360º marketing campaign highlighting the unexpected flavour experience consumers have when they try a SunGold kiwifruit for the first time.

Consumers will be enticed to try Zespri SunGold Kiwifruit through various touchpoints during Zespri’s consumer sampling programme across the US. The digital component will include social, email, online video and display advertising in addition to driving trial with Free Standing Inserts, direct mail, Ibotta and coupons.com campaign and event activations. The consumer campaign will carry through Zespri’s updated creative on the in-store display showing the yellow, juicy texture of SunGold kiwifruit and “Tastes Like Wow” graphics along with nutritional information.

“The bold graphic on the packaging sleeve and display captures the burst of flavour consumers get when they bite into Zespri SunGold Kiwifruit,” said Deaton. 

Retailers are encouraged to build large, eye-catching displays in and out of the produce section to drive incremental sales. As an example, one retailer featured Zespri SunGold Kiwifruit for a month, which included a TPR and three display bins at the front of the store.

 

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SunGold licenses in great demand

SunGold licenses in great demand

Demand among New Zealand producers to produce SunGold kiwifruit continues to surge. Farmers Weekly reports that once again, the annual offering of 700ha of new licences for producing SunGold was oversubscribed, with bids totalling 1,660ha, reflecting the ongoing optimism among growers about SunGold’s value and prospects. At NZ$400,000/ha, SunGold is the most valuable fruit license, with the next being Envy apples at around $100,000/ha. Licence income has now become an integral part of Zespri’s non-fruit earnings, accounting for $211 million, or 6% of company revenue.

Large-scale operators appear to be seeking a piece of the action. For the first time, several firms bid for over 20 hectares. Six bidders sought over 20ha, three bid for 15-20ha, and five were in the 5-10ha range. The average size of the successful bids was 2.4ha, representing a continuing gradual rise in average licence area bids from 1.5ha in 2016. Last season SunGold fruit averaged $11.86 a tray or $160,000/ha average return before costs.

Organic SunGold also continued to reflect increasing competition for growing the fruit, with the 50ha allocated averaging $219,600/ha, up from $153,000/ha last year. This year also marked the first time the Red variety was available for commercial orchards, with 150ha allocated for bidders. The round averaged $62,000/ha and again was oversubscribed, in this case by 110ha. This year, Red sales have been limited to domestic supply, and exports to Singapore and Japan.

Zespri announced a profit of $200.8 million for 2019-20.

Photo: Zespri