Zespri sees dollar and volume gains
Zespri says it ended the 2023 season as the top-selling kiwi brand for the fourth straight year.
Zespri’s SunGold has generated double-digit growth in both dollars and volume helping to solidify the top brand position, according to a news release. The marketer said it has helped propel the kiwi category, outpacing the total fruit department growth rate by more than 7 points.
“Ending the season with positive sales results is always rewarding,” Darren LaMothe, Zespri’s general manager of North America, said in the release. “Our success is attributed in part to our distributors and retail partners, and we would like to thank them for a successful season as we look forward to planning the new season in May.”
The synergy between Zespri’s marketing efforts and in-store placement helped drive retail sales of Zespri’s SunGold Kiwi, the release said. Zespri said its “Taste the Obsession” consumer campaign generated over 1 billion impressions and distributed 2.5 million samples igniting trial for the fruit.
Additionally, retailers built prominent merchandising displays with placement in the produce department, according to the release. Retailers continued to see strong sales increases with these in-store displays, which resulted in an increase of $6 million in sales compared to a year ago, Zespri said.
Prospects are good for the coming season, the release said.
“It’s been a positive growing season so far with great weather conditions and we’re expecting a good yield and a great-tasting crop this year," Zespri growers Jeff and Shirley Roderick said in the release.
Zespri said it is planning a new consumer marketing campaign and merchandising opportunities to start another new season off strong and fuel its purposeful growth.
“We are eager to work with retailers to build customized programs introducing shoppers to the kiwi category and continually drive incremental sales for the department,” LaMothe said in the release.
Zespri encourages retailers to reach out to account managers now to start developing plans for the new season, which begins in May, the release said.
