Zespri wants to be the healthiest fruit brand by 2035 

As part of the Momentum 2026 Conference in Mount Maunganui, New Zealand, kiwifruit giant Zespri announced its 2035 Strategy—a long-term plan that seeks to strengthen the resilience of the industry, capture new value, and position itself as the healthiest fruit brand in the world.

The event brought together more than 600 growers, shareholders, post-harvest sector representatives, industry leaders, and supply chain partners from different markets. 

Zespri looks beyond financial results

Company CEO, Jason Te Brake, explained that the industry is on a solid foundation, having exceeded its previous goal of reaching$4.5 billion in global sales by 2025. However, he emphasized that the new plan goes beyond financial performance.

As he detailed, Zespri’s 2035 Strategy responds to an increasingly competitive and complex international landscape characterized by changing consumer preferences, greater climate pressure, geopolitical uncertainty, and accelerated technological transformation.

In this context, the company set an ambitious goal of becoming the world's healthiest fruit brand by 2035, leading the category in promoting health and nutrition through a resilient supply chain and a solid value proposition for growers.

To achieve this goal, Zespri structured its roadmap around three main strategic drivers, starting with driving brand demand through a strengthened position as a global iconic brand. The company is aiming for expanded availability and visibility in key channels, as well as an improved product and packaging experience.

Transforming global supply is also a focal point for the company. The plan includes consolidating an annual, flexible, and reliable supply chain capable of responding to market dynamics, unlocking new future supply, and developing a world-class value chain with excellence in service.

Finally, Zespri is also betting on creating the portfolio of the future by enhancing its core kiwi offering, expanding into new demand spaces, and executing commercialization by focusing on highly nutritious products for both consumers and growers.

A purpose that remains

Regardless of its ambitions for the next five years, the company stressed that its purpose remains unchanged—to help people, communities, and the environment thrive through the benefits of kiwifruit. 

In this regard, the strategy also includes specific metrics to evaluate progress in key areas, including nutrition, grower returns, sustainability, and organizational performance.

With this new plan, the kiwifruit giant seeks not only to consolidate its leadership in the category but also to capture new growth opportunities in the global fruit market, reinforcing its role as a relevant player for New Zealand and its international partners.

*All images courtesy of Zespri

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