Zespri’s first-ever charter vessel to the U.S. arrived May 9 in the Port of Los Angeles, delivering SunGold Kiwifruit to meet growing consumer demand, said the company.
The shipment kicks off another season supported by Zespri’s integrated consumer campaign designed to communicate the benefits of SunGold and drive traffic to retailers carrying the kiwi brand.
“Our SunGold Kiwifruit continues to be on-trend and is driving the category,” Susan Noritake, Zespri’s head of sales for the North American market, said in a release. Pointing to IRI data, Noritake added that “Zespri is the No. 1 fastest growing fruit in the fruit bowl, outpacing total fruit by 12 points. SunGold Kiwi accounts for 63% of the category’s growth.”
In an effort to drive brand awareness and purchases, Zespri’s “Go Sweet. Be Bold.” consumer campaign includes digital media, social media and influencer marketing along with mass sampling efforts at major events, said the company.
“We have a lot of marketing resources available for retailers, including customized programs and free shipper displays, to help them capitalize on the increasing demand,” Noritake said.
With the aim of helping “health-conscious consumers ignite their zest for life and make the most of every day,” Zespri said it is using digital channels including Facebook, Instagram, Pinterest and YouTube to reach consumers.
To entice shoppers to buy in-store, Zespri’s new shipper displays feature bright, eye-catching graphics highlighting the sweet taste and nutrition messages from the integrated campaign, said the company.
Noritake recommends that retailers place Zespri display merchandisers in their produce section. “Kiwi is also a basket builder in the fruit department,” she said. “Just by adding kiwi to the basket with other fruit items, the basket size increases [more than] $34 on average,” Noritake noted, citing Numerator data.
In addition to the high-volume crop globally this year, exceptional weather conditions have positioned the fruit for another successful season, said the New Zealand-headquartered Zespri with U.S. offices in Orange County, Calif.
