Editor’s note: This story is part of an ongoing series, “The 30 Different Plants Per Week Challenge, Retail Edition.”
As the push for plant diversity gains momentum, retailers are uniquely positioned to serve as educational hubs for health-conscious shoppers. Zespri is leaning into this role with its latest campaign, “Jam-Packed with Vitamins and Minerals,” offering a blueprint for how produce departments can simplify nutrition education at the shelf and help consumers effortlessly add more plants to their weekly routines.
The campaign — tied to Zespri’s global “Grown for Good” brand platform — tackles a growing consumer dilemma: navigating the noisy landscape of ultra-processed foods and empty calories in search of authentic, whole-food nutrition.
“Our ambition is to become the world’s healthiest fruit brand by illuminating our strong nutrient density and positioning Zespri kiwifruit as a simple, whole-food solution in a nutrient-depleted diet landscape,” says Darren LaMothe, president for North America. “We want to guide consumers toward more nourishing choices they can make every day.”
Here is how the campaign equips retailers to educate and convert shoppers:
1. Demystifying Plant Nutrients at the Shelf
Rather than relying on dense nutrition labels, Zespri is shaking up traditional health messaging by using its playful Kiwi Brothers and a new cast of animated characters to represent key nutrients like vitamin C, folate and vitamin E.
2. Promoting Flavor Profiles to Encourage Dietary Variety
Eating a diverse range of plants requires breaking out of standard food routines. Zespri is highlighting its distinct kiwifruit varieties to educate consumers on different culinary uses and flavor profiles:
- SunGold — Juicy, sweet and tropical, ideal for introducing a sweet profile to breakfasts or snacks.
- Green — Tangy and sweet, perfect for savory balancing, salads or standalone snacking.
- RubyRed — A limited-time berry flavor profile that adds an exciting, colorful pop to the plate.
The retail takeaway: Retailers can cross-merchandise these varieties or use signage to educate shoppers on how different colors and flavors represent different plant nutrients, encouraging them to try all three.
3. Creating a Full-Funnel Educational Ecosystem
To ensure the education doesn’t stop at the grocery store doors, Zespri is backing the in-store push with a robust digital, social, influencer and PR campaign. This omnichannel approach keeps whole-food nutrition top of mind, driving pre-informed, health-conscious shoppers directly to the produce aisle.
Retailers looking to maximize this wellness shift can collaborate with Zespri account managers to develop customized, store-specific programs designed to educate shoppers and drive category growth.
With Zespri’s season now fully underway, the “Jam-Packed” campaign provides the tools retailers need to position the produce department as the primary solution for whole-food nutrition. By leveraging these character-driven displays and distinct varietal flavor profiles, stores can make the journey toward a plant-rich diet simple, accessible and hard to ignore.
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