ORANGE COUNTY, CALIF. – Kiwifruit specialist Zespri will attend the New York Produce Show Dec. 13-16. It will be the company’s first appearance at a show since the beginning of the COVID pandemic.
In addition to celebrating the success of Zespri SunGold Kiwifruit now accounting for 47% of total kiwi category growth, local and international staff will be available to share information on successful selling tools, customized programs, and resources available to help promote Zespri’s Northern Hemisphere SunGold Kiwifruit, according to the company.
At this time of year, Zespri transitions to supplying SunGold Kiwifruit from Italy to extend the season through February to meet continuous consumer demand.
“We are looking forward to a live in-person event,” said Susan Noritake, Zespri’s head of sales for the North American market. “To celebrate another successful season, we are giving away new Apple AirPod Pros during the show. But, more importantly, it gives us the opportunity to update the industry on the growing demand for Zespri SunGold Kiwifruit in addition to the success of the Green and organic varieties. We think it’s really important as an industry that we work together and share ideas, and this is another direct channel to provide retailers with the tools and resources we have available to help increase their sales and to share our consumer marketing initiatives that help drive shoppers to their stores.”
Zespri’s multi-channel consumer marketing campaign helped propel Zespri’s SunGold Kiwifruit to the third fastest-growing segment in the fruit bowl, according to the company. The campaign generated over 450 million impressions.
Activities included in-store displays, digital advertising, influencer partnerships, in-home sampling, and outdoor events. Zespri SunGold Kiwifruit sales over the most recent period are up 48% versus a year ago, which is outpacing category growth by 23% and total fruit growth rate by three times.