Zespri launches RubyRed in three new markets

RubyRed’s road to fame

Zespri’s red variety exports to the US are projected to triple this year, with the vibrant fruit hitting store shelves by mid-April.

RubyReds are already available in New Zealand, and Zespri’s export volumes to its core markets, China and Japan, will also increase. Exports to China are underway.

Te Brake says Chinese retailers' sales of RubyRed are doing well, and that the demand for kiwifruit is consistently increasing in the Asian market.

“Our first 25,000 trays in Shanghai largely sold out to key distributors and retailers, supported by our greater use of e-commerce platforms such as Douyin - the local version of TikTok - with around four days’ worth of sales from traditional channels completed in approximately four hours,” Te Brake says.

“Consumers are loving its bright red colour and sweet, berry-like taste, and it’s also attracting new and younger consumers to the kiwifruit category, as well as the wider fruit category.”

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