NEW ZEALAND - Zespri continues to build consumer excitement and retail momentum as the brand leans into character-driven marketing, expanded category visibility, and a growing portfolio that now includes its upcoming RubyRed™ variety. Trade Marketing Director for North America Bianca Fiedler shared insights on how these initiatives are shaping the year ahead.
“It’s the second season that we’ve had the Kiwi Brothers and it’s been amazing,” Fiedler explained. “They have gotten great attention in all the right ways and they have been an amazing vehicle for us to communicate our key messages, spreading that obsession of kiwifruit through North America, but also globally.”
As Zespri collaborates with select U.S. retailers, the goal is clear: elevate kiwifruit from an impulse buy to a true destination category.
“We’re partnering with certain retailers across the US to make kiwifruit a destination within the store,” she said. “And so what we’re really trying to do is transform kiwifruit to be on that shopping list for our shoppers and make it a destination in stores.”
Looking ahead, Fiedler spotlighted a major development within Zespri’s varietal lineup. While Green and SunGold remain staples, RubyRed is positioned to bring new energy and flavor exploration to the category.
“Zespri, its portfolio—we have the green kiwifruit and the SunGold kiwifruit, but RubyRed is very different,” she noted. “It is a smaller profile that has a red flesh. It’s got that berry sweetness.”
Watch the full video to hear Bianca share more on shopper engagement and the road to RubyRed.
Companies in this Story
ZESPRI International Limited
ZESPRI International Limited is the world’s largest marketer of kiwifruit, selling kiwifruit into more than 60 countries…
