Zespri, a well-known kiwifruit marketer, is gearing up for the competitive summer fruit season after a strong start to their campaign in 2024. CEO Jason Te Brake has expressed confidence in the company’s ability to finish the season well, despite facing increased competition from other summer fruits such as peaches, berries, melons, and grapes.
Te Brake highlighted that while sales rates have slightly decreased in major markets due to the influx of other fruits at lower prices, customers have shown great confidence in the quality of Zespri’s kiwifruit this season. Additionally, Zespri is also facing tougher competition within the kiwifruit category, particularly from Chilean green kiwifruit in the US market.
Despite these challenges, Te Brake emphasized that Zespri’s teams are well-prepared for the summer fruit period, with a focus on maintaining strong sales and supporting returns for growers. He mentioned that the tough growing conditions for summer fruits this season may result in an earlier exit from the market, creating clearer space for Zespri to capitalize on in the coming months.
With around 75% of this season’s record crop already shipped to customers worldwide, Zespri is looking to leverage the high quality of their fruit to drive sales and deliver a successful season. Te Brake expressed optimism about the potential to achieve a record crop and support growers as the summer fruit competition begins to ease in the market.
Overall, Zespri is committed to maintaining its momentum throughout the season and ensuring a strong finish despite the challenges posed by the competitive summer fruit market. The company’s dedication to delivering quality fruit and executing effective sales campaigns will be crucial in navigating the remaining months of the season successfully.