Zespri offering top-selling organic kiwi SKUs with SunGold and green options
Retailers will have the opportunity to taste Zespri’s top-selling organic SunGold and green kiwifruit during the Organic Produce Summit in Monterey, CA, July 10-11. Zespri’s account managers will be at booth No. 713 during the show to provide insightful information on how to grow Zespri organic kiwifruit sales.
Zespri will also showcase its refreshingly sweet organic SunGold kiwifruit as a convenient and easy snack as the Morning Break sponsor Thursday, July 11 from 10 to 10:30 a.m.
“Zespri has been supplying the North American market with organic SunGold and green kiwifruit varieties for nearly a decade,” said Darren LaMothe, Zespri’s general manager, North America. “Zespri’s had five straight years of growth in organic sales in the U.S., with a four-year CAGR (compound annual growth rate) of 92 percent! Both organic SunGold and green kiwi are the top-selling organic kiwi SKUs.”
According to the Organic Trade Association, organic products reached a new record return of $70 billion last year. Shoppers are looking for the USDA Organic label despite price inflation. This past season, Zespri organic kiwifruit experienced a dollar growth of 28 percent and a volume growth of 20 percent in the U.S. Zespri’s success with its organic varieties drives incremental dollars for the total category.
Zespri has accounted for the majority of organic kiwifruit sales this past year. “Our growth is driven by our one-pound organic SunGold pack,” said LaMothe. “It accounts for over half of the total Zespri organic sales this past season while driving the largest growth of 60 percent. Kiwifruit is no longer considered an exotic fruit. It is a high-growth, everyday item now and it sells best when it is prominently displayed adding incremental sales to the produce department.”
The in-store placement of Zespri’s merchandising displays and marketing efforts are developed to drive retail sales to the produce department. When both varieties of SunGold and green kiwis are merchandised together, sales increased 32 percent compared to another green kiwi brand. Additionally, when SunGold and green kiwi organic varieties are included in a display, there is an automatic halo effect of favorable consumer perception.
Zespri’s marketing campaign is in full swing with digital media, sampling activations and eye-catching displays. Last year’s program generated over 1 billion impressions and encouraged new household usage. This year’s campaign is on track to meet or surpass that metric. For more details on the consumer campaign, retailers can visit https://www.zespri.com/en-us/kiwibrothers.
“We are excited to be an exhibitor and sponsor at the Organic Produce Summit,” said LaMothe. “We are energized by the steady growth of organic fruit sales and are passionate about continuing the momentum with Zespri leading the kiwi category. Our account managers will be available to meet with retailers to discuss how to increase sales of their Zespri organic SunGold and green kiwifruit. We have helpful industry information, support materials and knowledge to customize programs just for them.”
