Zespri’s 5-year outlook targets 10 percent kiwifruit volume growth by 2030

Kiwifruit giant Zespri published its newest five-year outlook. The roadmap lays out the company’s strategy for the period between the 2025/26 and 2030/31 seasons, underpinned by a strong focus on volume growth, brand expansion, and varietal innovation.

The New Zealand producer and distributor acknowledges the hurdles ahead. These include an ever-more-complex geopolitical landscape and market volatility, driven by rising global living costs, as well as growing competition and sustainability pressures from both customers and regulators. 

However, in a 47-page document posted to the company’s website, Zespri’s plan shows optimism built on a positive demand outlook. The firm projects a 10 percent increase in volume by 2030—from 214 million trays in 2025 to 236 million trays over the next five years. 

This ambitious objective is bolstered by the company’s longstanding $4.5 billion sales goal, which it exceeded last year. 

Among the firm’s key objectives is further consolidating the Zespri brand, which the document says has the potential to continue driving demand based on consumer trends prioritizing health, wellness, and good-for-you eating habits. 

Zespri’s projecting value through innovation

The company’s five-year plan prominently features varietal innovation and management as one of the most significant ways in which it generates value for stakeholders. As such, Zespri has a clear path delineated for each of its best-selling kiwifruit varieties. 

Forecasts for the brand’s green kiwifruit point to a gradual reduction in the New Zealand supply, going from approximately 65.3 million trays in 2025/26 to around 56 million trays by 2030. This 14 percent reduction, the company says, will be driven by orchard conversions, returns, and natural yield variability.

“Looking ahead, our priority remains enhancing efficiency and quality while investing in innovation to future-proof the portfolio and defend Zespri Green’s core role,” reads the document. 

All bets are in for RubyRed

Sustained global demand and growing yields have made the SunGold variety the cornerstone of the company’s portfolio. This profitable growth, projected to jump 17 percent by 2030 to 163.5 million trays, will support the expansion of Zespri’s RubyRed, the newest addition to the company’s kiwifruit assortment. 

The variety is projected to more than double its volume in the next five years, with an expected 7.4 million trays supplied in 2030—that’s up 246 percent from the current season projection of 3 million trays.

The company is investing more in RubyRed, trusting that its novelty and distinct flavor profile will continue to attract new consumers. However, the marketing of RubyRed still poses challenges, making it still a work in progress. 

“The current short storage window of Red19 limits both its on-shelf availability and our ability to supply all of our core markets,” reads Zespri’s five-year plan. 

To help grow demand and unlock markets, the company introduced a complementary red variety, Red80, into the New Zealand market. The cultivar, Zespri says, is later to harvest and longer storing, effectively extending RubyRed’s commercial window. 

Beyond that, the company is still tweaking its marketing and development strategy for the category, aiming to expand it into more markets. 

“We’re continuing to deepen our understanding of how to optimize growing, size, storage, and handling of Zespri RubyRed Kiwifruit—building confidence on how to drive run-rates and stay longer on shelf as supply continues to ramp up,” they said. 

*All images courtesy of Zespri

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