Zespri jumps on the health benefits bandwagon

New Branding that Zespri will use in Asia to promote SunGold kiwifruit and its health benefits.

Zespri has big plans as it sets to reinforce the health benefits of kiwifruit on the global marketplace.

Chief executive Lain Jager said its key marketing platforms were health communications as consumers focused more on health and nutrition.

"Our research has shown that the more our consumers understand how good kiwifruit is for them, the more kiwifruit they buy and consume.

"Our global health strategy then delivers this locally in the 54 countries."

It was targeting new markets in rapidly developing economies, including China, the Middle East, Southeast Asia, India and Brazil.

Zespri planned to attract the fast-growing numbers of middle-income earners who wanted tasty, safe, fresh, healthy produce, he said.

"We also continue to grow sales in our long-serving markets of Europe and Japan."

Last week the board approved the August 2015 forecast of returns for the season. The total fruit service payment across all pools and excluding the loyalty premium is currently forecast at $1.071 billion, an increase of $155.8 million in the 2014/15 season.

Meanwhile, the August 2015 forecast for Green was $4.87 per tray while Gold was $7.76 per tray with Green Organic forecast at $6.75 per tray and Green14 $6.69 per tray.

Global kiwifruit sales reached $1.568 billion in 2014/15 compared with $1.349 billion in 2013/14.

Mr Jager said with gold volumes increasing from about 50 per cent in the 2016/17 season "we anticipate a continued strong period of growth in sales and export earnings".

"We're looking at volumes of around 80 million trays of Green and 30 million trays of Gold for the 2015/16 season."

Zespri had hired more staff and numbers had increased from 286 in March 2014 to 317 in March 2015.

"We are also investing a comprehensive, organisational development programme to strengthen our culture and working environment by investing in our people, processes and systems."

Zespri chief operating officer Simon Limmer said branding was vital.

"Zespri Kiwifruit has powerful health attributes and health communication is one of our key sales platform with consumers.

"Linking the Zespri brand with these attributes is critical and over $1 billion has been invested in our brand by NZ kiwifruit growers since it was set up in 1997.

"This has allowed us to invest in the research and development and marketing."