ORANGE COUNTY, CA - Zespri’s SunGold™ Kiwifruit reached an important milestone in the U.S. this season, surpassing 10 million tray equivalents, further demonstrating its continued growing demand with shoppers and retailers. Kiwifruit remains one of the fastest-growing fruit categories in produce and has continued climbing within the fruit bowl as consumer demand for fresh, nutrient-dense fruit grows. Kiwifruit category sales continue to accelerate, with dollar sales up approximately 31% and volume sales up approximately 36% year-over-year, demonstrating strong consumer demand and category momentum.¹

“Zespri continues to outpace category growth, with brand sales increasing approximately 40% in dollars and 44% in volume,² reinforcing our leadership role in expanding the kiwi category,” explains Darren LaMothe, President, North America. “Our growth is on track to more than double the market in the next few years.”

Helping attract shoppers and grow the category, the KiwiBrothers™ increased awareness and interest through Zespri's ‘Jam-Packed’ consumer campaign. Tapping into growing consumer interest in health and wellness, the campaign highlighted kiwifruit's exceptional nutritional benefits, encouraging consumers to choose a fruit that delivers more nutrition in every bite. Consumer interest was activated through sampling, retail programs, digital engagement, and shopper-focused initiatives, generating more than 1.5 billion impressions; distributing approximately 2.5 million kiwifruit samples; and supplying +30% more display units versus a year ago, attracting shoppers in-store by creating a destination.

The season's strong performance supports the ambitions of Zespri's 2035 Strategy, launched this year to drive future growth and value creation. It is centered on growing the category alongside retail partners through increased consumer demand, expanded supply and innovation designed to keep shoppers coming back for more. The strategy comes to life through Grown for Good, Zespri’s platform for creating healthier choices for consumers, reducing its environmental impact, and delivering long-term value and growth across the retail value chain.

“Zespri will showcase its growth strategy and Grown for Good brand platform at the International Fresh Produce Association’s Global Produce and Floral Show (IFPA) this year with a new booth design, fresh retail opportunities, and our tailored trade program designed to help retailers build excitement, increase shopper engagement and create additional opportunities for category growth,” said Laura Wood, director of trade marketing at Zespri.

The new Zespri booth #342 invites show attendees and industry partners to immerse themselves into a New Zealand kiwifruit orchard experience and discover what makes Zespri Kiwifruit so special. They will experience orchard-inspired storytelling as they sample delicious SunGold Kiwifruit. Zespri merchandising displays and exciting booth giveaways will add to the energetic booth atmosphere that Zespri exemplifies every year. “IFPA is the perfect opportunity for retailers to join the fun at our booth; connect with our team; discover what’s next for Zespri; and build plans that deliver growth and value in the upcoming season,” suggests Wood.

As the Welcome Reception sponsor, Zespri will kick off IFPA by bringing the beloved KiwiBrothers to the foyer for a meet-and-greet and attendees can enjoy delicious menu items featuring Zespri Kiwifruit. Zespri is also proud to sponsor the IFPA 5K race, with team members joining the fun in creative costumes as they run, cheer on participants, and celebrate the event's spirit. After crossing the finish line, runners can refuel with a sweet, juicy SunGold Kiwifruit, packed with essential vitamins and minerals.

As the industry plans for next season, Zespri remains focused on expanding the kiwifruit category through innovation, increased consumer demand, and strong retail partnerships. IFPA attendees and industry partners are invited to visit Zespri’s booth #342 to meet with the team and learn more about merchandising opportunities; seasonal planning; and category growth initiatives for 2027, for both Zespri Green Kiwifruit and Zespri SunGold Kiwifruit. For a scheduled meeting, reach out to your Zespri representative in advance of the show.

^{Data Sources: 1,2 Circana Total US MULO+ (2026 NZ Season WE 9/6/26)}

SALINAS, CA - Location can close doors to access, or it can open them. This is the impact of the new regional pop-up events from the Women’s Fresh Perspectives program.

On Friday, September 18th, the program brought women in the industry to Salinas, California, for a casual but high-impact event focused on leadership, professional development, and peer connection.

“One of the goals of Women’s Fresh Perspectives is creating opportunities for people to step away from their day-to-day responsibilities and invest in themselves, their careers, and their professional networks,” Nikki Wootten, Director of Education for the International Fresh Produce Association (IFPA), said. “Seeing more than 100 women come together in Salinas to learn from one another, share experiences, and build meaningful connections is exactly why these events matter. When we bring emerging professionals and experienced leaders into the same room, we create opportunities for mentorship, inspiration, and growth that can have a lasting impact on careers and on our industry.”

Attendees included women working across production, farming, operations, compliance, accounting, and other critical functions that keep produce businesses running every day, giving those who are often behind the curtain an opportunity to gather and connect.

With an emphasis on curiosity as a catalyst for growth, WFPC maintained its heavy emphasis on the importance of seeking out mentors, while the event also highlighted the power of vulnerability in leadership, overcoming imposter syndrome, and taking action.

“The Women’s Fresh Perspectives event in Salinas left a strong impression on me, especially the conversation around women’s leadership and collaboration across the industry. I was inspired by the focus on building connections across sectors and the impact women can have when they support and learn from one another. The event reminded me of the value of investing in professional growth and being part of a community that is committed to helping others succeed,” Ginna Wichmann, Food Safety Compliance Manager for Markon Cooperative, shared.

IFPA explained that the Women’s Fresh Perspectives portfolio was designed to make leadership development, networking, and career-building opportunities more accessible to women at every stage of their careers, including those who may not be able to attend larger national industry events. Hence, the regional event model brings meaningful programming directly to key produce-growing regions and communities, with the debut of the concept having taken place in Yakima, Washington, last year.

A hallmark of the day was dedicated Mentorship Circle Networking Sessions, carving out space for engaging directly with experienced industry leaders, discussing career challenges, and gaining real advice in a supportive environment. Having had the privilege to stand in a protected circle crafted and supported by WFPC in the past, I imagine many deep conversations were had, and several strangers became friends.

“What makes the Women’s Fresh Perspectives Regional Events so special is that they extend the reach of this community, giving women who may not always have the opportunity to attend our larger conference a chance to connect, learn, and grow together,” shared Beth Atkinson, President and Owner of Elephant House PR and Chair of Women's Fresh Perspectives Committee. “In Salinas, we were reminded that curiosity can open doors, mentorship often starts by simply asking, and vulnerability is a strength in leadership, which is exactly the kind of wisdom and connection we want more women across our industry to have access to.”

Speakers and subject matter experts encouraged attendees to invest in others as they advance in their careers, while attendees shared that the value of authentic conversations, shared experiences, and the opportunity to connect with others was a key highlight.

"IFPA's Women's Fresh Perspective luncheon in Salinas showed how much energy is created when people across fresh produce come together. The event was full of women eager to learn from one another, and the conversation kept coming back to two ideas: success means reaching back to help others rise, and curiosity is the best answer to self-doubt,” Nicole Minnich-Zapata, Sales, Marketing, and Business Development Director for Misionero, commented.

I’m thrilled to report that such an impactful event continues to expand its reach through regional programming and industry events, providing additional opportunities for networking, mentorship, and professional development throughout the year. I can’t wait to see which produce hub gets to host next!