( Courtesy Zespri )

Zespri, the New Zealand-based marketer of kiwifruit, has a new logo and refreshed brand, the first in its 22-year history.

The company unveiled the new look at the Fruit Logistica exposition Feb. 5 in Berlin. It reflects a new brand vision, tagline and visual identity that “captures the burst of flavor consumers get from biting into a Zespri kiwifruit,” according to a news release.

The company had an operating revenue of $3.14 billion in 2018-19 and is making progress to a goal of $4.5 billion in sales by 2025, according to the release.

“We see evidence that consumers today are making more considered purchasing decisions and looking for brands that have a purpose and set of values they can personally identify with,” Jiunn Shih, Zespri’s chief growth officer, said in the release. “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.”

The brand’s new tagline, “Make your healthy irresistible,” celebrates the healthfulness of the fruit, according to the release.

“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 we can continue to grow our share of the global fruit bowl,” Shih said in the release.

Zespri will roll out the new brand throughout the year, with new packaging in May and its largest investment in marketing in 2020, according to the release.

The company is hosting its Momentum 2020: Standing Up and Standing Out conference in New Zealand in mid-February, according to the release.

“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,” Shih said in the release. “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.”

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