Zespri, a global leader in kiwifruit marketing and sales, has launched its seasonal program from the Northern Hemisphere, known as the Zespri Global Supply (ZGS). This initiative ensures consumers worldwide have access to high-quality Zespri kiwis throughout the year, even when New Zealand’s harvest is off-season. According to Zespri’s Head of Northern Hemisphere Supply, Nick Kirton, the new sales season began in Europe and will expand to Japan and Korea, with the United States and China coming on board by December.
Meeting Global Demand with 93,000 Tons of Kiwis
This year, Zespri expects to distribute over 26 million trays (or 93,000 tons) of kiwifruit from orchards in Italy, France, Greece, South Korea, and Japan. The SunGold variety (yellow kiwi), which has been a significant driver of Zespri’s market success, will see strong representation in Asia and Europe, while green kiwis remain popular across all markets. Kirton highlighted that more than seven million trays of Zespri Green will come from Italy and Greece, emphasizing the strategic importance of these countries in meeting global demand.
How the ZGS Program Works
Launched 25 years ago, the ZGS program collaborates with approximately 1,500 growers outside New Zealand to extend Zespri’s global presence. This not only ensures continuity in consumer supply but also maximizes shelf presence and brand loyalty throughout the year. As Zespri transitions from New Zealand-grown kiwis to those cultivated in the Northern Hemisphere, the program’s role becomes crucial. The company emphasizes that seamless supply helps maintain revenue for both New Zealand and international growers, creating a win-win situation for all parties.
Responding to Market Pressures and Expansion Plans
With the global demand for kiwifruit rising, Zespri is actively pursuing expansion in Northern Hemisphere territories. A significant part of this involves a producer vote currently underway, seeking to approve the allocation of up to 420 additional hectares per year for SunGold cultivation over the next six years. This expansion is subject to annual reviews to ensure that market demand continues to justify increased production. The vote, which began on November 11 and will close on December 5, 2024, is crucial for meeting the growing appetite for Zespri’s premium fruits.
Strategic Importance and Future Outlook
The expansion reflects the growing global competition in the kiwifruit market, which has seen increasing interest from emerging and established brands. By increasing its cultivation footprint and focusing on high-demand varieties like SunGold, Zespri aims to fortify its position as a leading supplier. However, this growth must be balanced with sustainable practices and strategic market evaluations, which is why the company will provide annual reports to growers, updating them on progress and market conditions.
Zespri’s Northern Hemisphere sales season and proposed expansion illustrate the company’s commitment to maintaining a strong global market presence. By working with international growers and investing in high-demand varieties, Zespri is well-positioned to keep kiwis on store shelves year-round, benefiting consumers and growers alike. Nevertheless, continued assessments of supply and demand will be essential to maintain this growth sustainably and profitably.
