New pan-Amer­i­can of­fice in Cal­i­for­nia

It was an all-New Zealand af­fair in Orange County, Cal­i­for­nia re­cently as Ze­spri of­fi­cially opened its re­gional of­fice to man­age grow­ing sales across North­ern, Cen­tral and South­ern Amer­ica.

The Orchardist - - News -

Ze­spri chief ex­ec­u­tive Lain Jager says Ze­spri is grow­ing strongly across North Amer­ica with most of this growth com­ing from the new gold va­ri­ety Ze­spri SunGold Ki­wifruit, which is prov­ing hugely pop­u­lar.

“The New Zealand ki­wifruit in­dus­try is on track to more than double sales to $4.5 bil­lion by 2025 and an im­por­tant part of this growth will come from de­vel­op­ing mar­kets like North Amer­ica, as well grow­ing sales in our more es­tab­lished mar­kets. Ze­spri is re­launch­ing the ki­wifruit cat­e­gory in the United States and the wider Amer­i­cas re­gion to at­tract new con­sumers and grow sales.”

Ki­wifruit in the US is an un­der­de­vel­oped cat­e­gory at num­ber 21 in the over­all fruit bowl com­pared to rank­ing in the top 10 for most Euro­pean and Asian coun­tries. How­ever, sales of all ki­wifruit in the US – Ze­spri and other brands – are grow­ing well above gen­eral fruit sales.

Ze­spri SunGold sales vol­umes in North Amer­ica have grown over 100 per­cent over the past two years and are pro­jected to hit nearly US$50 mil­lion in 2018/19, as con­sumers re­spond to the de­li­cious trop­i­cal sweet flavour. At present, around 40 per­cent of SunGold sales are through Asian-Amer­i­can re­tail out­lets, as these com­mu­ni­ties are more fa­mil­iar with Ze­spri Ki­wifruit. How­ever the new va­ri­ety appeals to main­stream Amer­i­can con­sumers too, with ex­cit­ing growth through main­stream cus­tomers.

Mr Jager ex­plains that re­tail­ers’ needs are chang­ing and Ze­spri is work­ing with dis­trib­u­tors to meet those needs. “By ap­point­ing mar­ket de­vel­op­ment man­agers, we’ve been able to work with key re­tail­ers to build mean­ing­ful pro­grammes to ex­pand our dis­tri­bu­tion across the coun­try and re­turned more value to our re­tail part­ners and New Zealand grow­ers,” says Mr Jager.

Ze­spri is in­creas­ing its mar­ket­ing in­vest­ment to in­tro­duce more peo­ple to the great taste of Ze­spri Ki­wifruit with an in­te­grated PR, dig­i­tal and so­cial me­dia cam­paign which in­cludes in-store geo­tar­geted mo­bile ad­ver­tis­ing, along with new eye-catch­ing re­tail pack­ag­ing.

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