Zespri's driving kiwifruit higher in the US fruit bowl with new varieties and brand engagement

New Zealand marketer Zespri is proving there’s nothing “small” about the humble kiwifruit.

After another record-breaking year with an over 30 percent retail sales growth in the US, the company is climbing the ranks of America’s fruit isle, now sitting at number 15 and eyeing a top-10 spot.

“Kiwifruit continues to be on trend,” Head of Marketing Jeanne Wilson told FreshFruitPortal.com during the 2025 IFPA Global Produce & Floral Show in Anaheim, California. “Kiwi is the fastest-growing fruit in the fruit bowl, which is exciting, and Zespri is the number one kiwifruit brand driving that growth, selling more than 4x the next best-selling brand.”

Sweet success: SunGold drives double-digit growth

Wilson attributes much of the brand’s momentum to the company's popular SunGold variety, which she describes as “sweet, juicy, and very broadly appealing.” 

The company’s innovation strategy also includes the RubyRed kiwifruit, which debuted in limited US trials this past spring.

“We got a small batch of it out to the US this year for a bit of a pilot,” Wilson says. “It took about 20 years to create that varietal.”

With a shorter shelf life than traditional green and gold kiwifruit, RubyRed required careful monitoring during its market testing phase. 

“We monitor the fruit closely from orchard to retailer shelf to ensure it consistently delivers the amazing quality that we always want from the standpoint of the Zespri brand,” Wilson says.

After a six- to eight-week pilot between April and May 2025, the company expects to more than double the cultivar’s US volume for next season. 

“Our East Coast retailers will have the opportunity to get it, which will be exciting,” Wilson adds.

Keeping Zespri lovers engaged

Wilson says that the company's next stage of growth depends on both product excellence and strong consumer engagement. 

“If there's anything we do right, it’s that we take care of the fruit from soil to shelf,” she states. “It's super critical to have people trust and believe in the strong value that the Zespri brand delivers.”

To support that effort, the company continues to invest in marketing and retail partnerships. 

“We truly are a brand-led business,” Wilson says. “When you look at the kiwifruit on the outside, it's not the most exciting. How do you bring it to life in and outside the store?”

A key part of the company's outreach has been the Zespri Kiwi Brothers mascots, which have appeared in fifteen markets worldwide over the past eight years. 

“They are torchbearers for our brand,” Wilson adds. “We’re trying to make sure they've always got a wink of humor but are serious about their mission.”

And the marketing efforts have paid off. The company distributed around two million samples this year and generated one billion media impressions through digital and experiential campaigns, the executive adds.

“We're serious about making sure that people understand who Zespri is,” she adds. “We're not Coca-Cola yet. But one day, right? One day, we'll be like, ‘Yep, I know who Zespri is in the US.’”

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