Zespri Celebrates 10 Million SunGold Kiwifruit Trays Sold in U.S. at IFPA; Laura Wood Shares Growth Strategy

ORLANDO, FL - There are milestones worth celebrating, and then there are milestones worth throwing a party for. At the International Fresh Produce Association (IFPA) Global Produce & Floral Show, Zespri made it clear which category its latest achievement belonged to.

"We've reached 10 million trays of SunGold sold this season, so a big milestone for us," Laura Wood, Trade Marketing Director for Zespri Kiwifruit North America, told me as we caught up amid the festivities. "We've never hit this volume in North America."

And what a celebration it was.

Party hats were out, champagne was flowing, and cake was being cut as industry partners gathered to celebrate the milestone. With everyone smiling for photos and congratulating one another, it felt less like a trade show and more like a midday party. I couldn't help but get swept up in the excitement myself.

Laura was every bit as friendly and cheerful as the rest of the Zespri team, and her enthusiasm made it clear that this milestone meant something special. Having surpassed the 10-million-tray mark in September, Zespri saw IFPA as the perfect opportunity to recognize the industry partners who helped make it happen.

"It's not only the Zespri team that has got us here to this point, but it's also all of our industry partners, our retailers, our distributors, everyone who touches and helps get our fruit into the hands of consumers," Laura shared.

With so many of those partners gathered in one place, the occasion offered a fitting opportunity to celebrate their collective success.

A Golden Moment for Kiwifruit

While the celebration was certainly a highlight, the growth and industry momentum behind the milestone told an even more exciting story. 

"Kiwifruit is on trend right now, and it's really having a moment," Laura explained.

According to Circana, kiwifruit is currently the fastest-growing fruit in the fruit bowl, outpacing total fruit growth by 31 percentage points.

Zespri SunGold is helping drive that momentum, with consumers responding to its sweet, juicy flavor and nutritional benefits. "We've had another banner year in the kiwifruit category, and what's really driving that growth is Zespri SunGold kiwifruit," Laura told me.

As wellness trends continue influencing purchasing decisions, Laura noted that shoppers are increasingly recognizing kiwifruit's vitamin and mineral content, creating opportunities for retailers to capitalize on the category's growing appeal. And the excitement extends beyond SunGold.

Following the nationwide launch of Zespri RubyRed Kiwifruit this year, the company is preparing to bring additional volume to market, along with shipper units designed to help retailers promote the variety during its limited seasonal window. Available for approximately six weeks from April into early May, RubyRed offers retailers an opportunity to kick off their kiwifruit programs earlier and generate excitement around a limited-time offering.

Bigger Goals on the Horizon

With the 10-million-tray milestone now achieved, Zespri is focused on what comes next: continuing to grow the kiwifruit category, making kiwifruit a more frequent part of consumers' diets, and creating value across the supply chain.

"We see tremendous opportunity ahead," Laura said. "Strong consumer demand signals indicate we can grow even faster than we originally anticipated.”

That confidence was evident throughout our conversation. Laura and the team were genuinely excited about what they had accomplished, but just as enthusiastic about the opportunities ahead. Of course, as Laura emphasized, reaching the next milestone will require the same collaboration that made the current one possible.

From retailers and distributors to the broader network of industry partners, Zespri is counting on those relationships to support its continued growth.

As I made my way back into the bustling convention center, the energy of the celebration stayed with me. Between Laura's enthusiasm, the team's genuine excitement, and the smiles surrounding the champagne toast, it was hard not to share in their joy.

For a moment, surrounded by cake, party hats, and industry friends, the show floor had become something else entirely: a celebration of just how far the category has come and how much opportunity still lies ahead.

Keep a tab on AndNowUKnow for more industry insights and updates from the IFPA show floor.