As the new kiwifruit season commences, Zespri is on track to uphold its reputation as the leading kiwifruit brand, known for its superior taste. The initial shipments from New Zealand are currently making their way to the Port of Philadelphia and the Port of Los Angeles, with arrivals anticipated by late April. This allows retailers to track the shipments and gear up for what promises to be a bustling season.
Darren LaMothe, Zespri's General Manager for North America, credits the brand's dominance to its unwavering focus on cultivating kiwifruit that excels in flavor. 'The exceptional sweetness of our SunGold Kiwifruit has won over consumers, cementing our status as the preferred brand,' LaMothe states. Supporting this claim, a recent study revealed that after sampling, consumers were twice as inclined to choose Zespri Kiwifruit over competitors, with the SunGold variety outperforming other gold brands by 40% in preference ratings.
To leverage this consumer loyalty, retailers are advised to create prominent displays featuring both Zespri's SunGold and Green Kiwifruit. Sales data indicates a 32% increase when these varieties are showcased together, compared to solo displays of another green kiwi brand. The inclusion of organic options further enhances the brand's appeal among health-conscious shoppers.
In alignment with its 'Taste the Obsession' campaign, Zespri has refreshed its signature yellow displays. This initiative, supported by social media, digital ads, and the introduction of the Zespri KiwiBrothers characters, seeks to underscore the dedication behind producing premium kiwifruit. Additionally, the SunGold Kiwifruit's recognition with Good Housekeeping's 2024 Best Snack Award for the fourth year running in the Powerhouse Produce category is expected to draw more shoppers. 'The continued endorsement by health experts as a nutritious and tasty snack option is a testament to our product's quality,' remarks Jeanne Wilson, Head of Marketing North America.
