Zespri delivers record-breaking kiwi season
Zespri delivers record-breaking kiwi season
Zespri kiwifruit delivered record-breaking results this season, cementing its role as a global leader in the kiwi category. Despite economic headwinds and stiff competition from other fruit categories this summer, Zespri has fueled double-digit growth with an earlier start to the season, expanded distribution of Zespri green, organic and Zespri RubyRed and continued strong consumer demand for Zespri SunGold kiwi, making kiwi the fastest-growing category in the fruit department.
Since the season began, overall category growth has surged by 32 percent in dollar sales and 28 percent in volume, far outpacing the total growth of the fruit department. Zespri continues to hold the No. 1 kiwi brand position, outselling the next competitor by more than four times.
“Our 2025 results prove the power of Zespri’s portfolio and retail partnerships,” said Darren LaMothe, general manager, North America. “By investing in distribution and shopper programs, we’re not just growing Zespri — we’re growing the entire kiwifruit category.”
Zespri SunGold Kiwi remains the biggest driver, posting increases of 36 percent in dollar sales and 30 percent in volume versus last year. “This momentum sets the stage for us to more than double the market over the next five years,” said LaMothe.
Zespri boosted both awareness and purchase through strong retail partnerships, standout in-store displays and packaging featuring the iconic Zespri KiwiBrothers, along with robust marketing programs, which created a highly successful season for Zespri Kiwifruit. This year marked the second season for the KiwiBrothers, helping drive shoppers to stores looking for their favorite fruit through both online and in-store visibility. They continued their mission to spread the Zespri Kiwifruit obsession with a Hollywood-inspired campaign of playful trailers and cinematic assets that sparked consumer engagement nationwide. With nearly 1 billion digital impressions, 2 million samples distributed and 50,000 in-store displays, the campaign successfully enticed consumers to join the KiwiBrothers and taste the obsession for themselves.
“Our KiwiBrothers did it again! We’re seeing a surge in engagement. People love spotting our mascots at events, catching them on the big screen, and then discovering them in-store. It’s a fun, memorable way to connect with our audience and keep the brand top of mind,” said LaMothe.
Zespri will bring this same bold energy to the International Fresh Produce Association Global Show, now in its eighth year of exhibiting. At booth No. 1891, visitors can experience Zespri kiwi samples, a new interactive, show-stopping giveaway activity and a walk-through of their “dream store” experience while meeting with Zespri’s global and regional teams to reflect on 2025 and strategize for 2026.
“Zespri is anticipating another highly engaging booth with non-stop traffic,” said Bianca Fiedler, Zespri’s trade marketing director, North America. “It’s exciting to meet with retail partners during the show to help unlock new ideas and start planning for the upcoming season.”
Zespri is the event sponsor of the Breakfast and General Session, where attendees can taste kiwi-inspired dishes and see Zespri featured on the big screen. The Zespri KiwiBrothers will be outside of the breakfast room for a meet-and-greet. Zespri will also bring its energy, creative costumes and refreshing SunGold kiwi samples to the Zespri-sponsored 5K race.
Zespri invites all attendees and industry friends to connect at IFPA and learn more about their merchandising opportunities and how the company is shaping the future of the kiwi category.
