NEW ZEALAND - The Zespri Board has approved the commercialization of an additional red variety – Red80 – to extend the commercial selling season for Zespri RubyRed™ Kiwifruit. The decision follows the doubling of Zespri RubyRed Kiwifruit volume this year, with more than three million trays sold across key markets including New Zealand, Singapore, Japan, Mainland China, Taiwan, South Korea, and the USA.

CEO Jason Te Brake says in the recent release that the decision reflects Zespri’s commitment to producing new cultivars that will help Zespri maintain its market position as leaders of the kiwifruit category and maximize value for New Zealand growers.

“We have a proud history of innovation which has set us apart from our competitors and today’s decision is another example of the ongoing work our industry undertakes to meet the needs of our global consumers and deliver strong value to our growers.

“The kiwifruit category is increasingly competitive, and our customers want a consistent supply of the full portfolio of our kiwifruit, whether that is Zespri Green, Zespri SunGold™, or Zespri RubyRed™, so the addition of a new red variety to extend our RubyRed™ sales season is something we’re really excited about.

“Red kiwifruit naturally tends to be shorter storing than green and gold kiwifruit, so we currently have a limited sales window of around eight weeks. Red80 harvests a bit later than our existing Red19 cultivar and stores for longer, with the two varieties working together to keep Zespri RubyRed™ in front of consumers for longer, building awareness, encouraging habitual purchase, and lifting demand.”

Following the commercialization of Red19 in 2019, commercial volumes of Zespri RubyRed™ Kiwifruit were first sold in 2022, with the fruit extended to new markets each year to a current presence in 13 markets. Zespri RubyRed™ Kiwifruit deliver a unique, vibrant red kiwifruit with a sweet berry taste and nutritional benefits that set it apart from SunGold and Green. Since the variety’s launch, it has attracted new and younger consumers.

“Our research shows around 30 percent of people who purchase Zespri RubyRed™ are new to kiwifruit, so it brings more people into the category and creates additional opportunity for our other products,” adds Mr Te Brake.

Red80 has been naturally bred by the Kiwifruit Breeding Centre (KBC), Zespri’s joint venture with Plant & Food Research that was set up to accelerate the delivery of new cultivars. Zespri currently has 20 varieties of kiwifruit, kiwiberries, and males in pre-commercial trials from KBC, reflecting its commitment to deliver new varieties faster to meet new consumer needs, drive additional sales, and continue its growth trajectory after exceeding its ambition of reaching $4.5 billion in global sales by 2025.

Mr Te Brake confirmed that 100 hectares of Red80 license would be made available to growers in 2026, including through a cutover pool for those existing Red19 growers wishing to bid for license.

“We’re looking forward to continuing to work with growers to provide our consumers with even more great tasting and high-quality red kiwifruit, with Red80 expected to reach commercial volumes in 2028, helping deliver strong value for all of our RubyRed Kiwifruit growers,” Mr Te Brake says.

SELAH, WA - Everything is pear-shaped this month in the best way possible. December celebrates more than holidays and giving—it is National Pear Month.

Tyler Johnson, Sales for Rainier Fruit Company, took some time to share with me a few ways the category shines when given its spotlight.

“We’re excited to showcase our additional growth in our pears, having an even larger offering of our Bartletts, D’Anjous, Bosc, and Red pears this season. We continue to innovate in our fields and in our packaging, continually staying on the forefront of trends and new methods of growth,” Tyler shared.

Rainier has a goal of making pears as approachable and attractive as possible for consumers, providing a simple but premium experience from the shelves of the store to the table.

"Here at Rainier Fruit Company, we are always looking forward to pear season. Through eating them as a snack or incorporating them into a recipe, our pears shine for their flavor, quality, and health benefits,” Tyler added, sharing that health benefits of different foods have become a strong focal point for shoppers, particularly fiber. “Pears aren’t just delicious; they’re also packed with nutrients and vitamins. With each pear containing 6 grams of fiber (21 percent of your daily needs), they are one of the highest fiber fruits available—even more than apples!”

Pears are also rich in vitamin C, supporting immunity and skin health, along with potassium.

Heart-healthy choice by supporting good cholesterol levels as well as cardiovascular wellness, this is a treefruit deserving of some retail real estate. Fresh, baked, or blended, pears are an easy way for retailers to help shoppers add flavor and nutrition to their baskets.

Happy Pear Month!

BAKERSFIELD, CA - “Impressions without a story are just numbers. In produce, numbers alone don’t sell fruit,” Phil Gruszka, Founder of Gruszka Consulting, tells me as he opens up about the power of storytelling. In his recent series, Phil has led us on a path of exploration. From brand building and how persistence builds momentum to why digital attention is anything but a vanity metric, Phil continues to reshape how suppliers go to market and compete in today’s complex decision-making matrix.

“The next step in this progression is understanding the engine that makes all those impressions matter: storytelling,” Phil explains. “And while every brand has a story, few tell it well.”

Creating a Story That Matters

“Every grower, shipper, or marketer I know has a remarkable story buried in their day-to-day work. Family farms that have endured four generations. Teams that’ve reinvented post-harvest processes. Innovation that improves how fresh produce travels or tastes,” Phil describes.

But too often, those stories stay inside the company gates—told informally on the packing line or over a trade-show dinner, not through the marketing that reaches consumers and buyers.

“The challenge—and opportunity—is to bring those stories forward in a consistent, strategic way. That’s what builds emotional equity. It’s the ‘why’ behind your label, the reason a buyer feels confident giving you shelf space, and the reason a shopper reaches for your grapes instead of another brand’s,” Phil continues.

Storytelling turns data, turns your organization’s hard work, into meaning. Today’s produce world runs on data—harvest timing, brix levels, cold-chain stats, social metrics. But data doesn’t persuade on its own. Storytelling translates data into meaning.

Phil gives us these two statements, for example:

Saying “our clamshells are 10% more sustainable” is factual.

Saying “our team found a way to save two million gallons of water this season without sacrificing flavor” is a story—and one that resonates.

“Buyers and consumers respond to stories because they’re memorable. They convey progress, humanity, and purpose—all of which differentiate your product in a market that otherwise defaults to price comparison,” Phil reveals. “The stories and the information are within your organization—within the work that people do and have been doing for years. I fondly remember many years ago when I was speaking with an internal farming department about the company’s sustainability initiatives. At that point, it was an emerging topic. The first response was, ‘I don’t understand what you’re asking me.’ After we sat down and talked, we both realized that the core sustainability practices I was asking about were integral to the farming practices they had been employing for years.”

Sitting down and talking was all it took for Phil and the company to be on the same page and craft a story.

Consistency Makes Stories Stick; Alignment Matters

Just as persistence and consistency drive long-term marketing success, consistency in storytelling strengthens a brand's identity.

“A one-time video or press release won’t build recognition. But a pattern of stories—across packaging, social media, trade publications, and retail point-of-sale—creates reinforcement,” Phil details. “That’s why alignment matters. If your field crews are proud of your growing practices, your sales decks and social channels should tell that same story visually and verbally. Over time, those repeated narratives build both trust and expectation.”

Digital Platforms Are the New Story Fields

As discussed in Digital Attention Is Not a Vanity Metric, now online visibility is equivalent to shelf space. But what fills that space is the story you choose to tell.

A short harvest-day clip.

A quote from a farm manager.

A retailer repost celebrating your fresh produce display.

“Each is a micro-story. String them together, and you’ve created a season-long narrative that builds recognition without shouting,” Phil suggests. “The goal isn’t perfection—it’s presence. The more genuine and consistent your stories, the more authentic your brand becomes.”

Storytelling Protects Value

When stories disappear, brands slip into commodity status. When stories stay active, value endures. A good story reframes the conversation from “What’s the price?” to “What’s the purpose behind this label?” Phil reminds me.

“Buyers want to partner with suppliers who represent something meaningful. Consumers want to feel connected to what they eat,” he expresses. “Storytelling delivers both—and in doing so, protects margin and loyalty.”

Persistence builds visibility. Consistency builds trust. Digital attention builds reach. Storytelling ties them all together. It gives your efforts life and memory.

The next time you plan a campaign or design a package, ask, "What story are we telling, and is it the same one our buyers and consumers will repeat for us?"

Because, as Phil says, in fresh produce, facts may get you listed—but stories keep you remembered.