Zespri China

John Loughlin, chairman of international kiwfruit marketer Zespri, visited the World Expo in Shanghai on Friday 9 July as part of a New Zealand delegation led by Prime Minister John Key, the company has confirmed.

Designated New Zealand Day by the event organisers, the occasion offeredrepresentatives of the New Zealand kiwifruit industry an opportunity tocelebrate their relationship with China, a relationship which spans more than a century and which has contributed to the development of a NZ$1.5bn (€837m) industry.

The story of Isabel Fraser, the Wanganui-based school teacher who brought a number of small black seeds back to New Zealand from China in 1904, is well known especially to those working in the industry.

The seeds found their way to orchardist Alexander Allison, who produced the first kiwifruit – then referred to as Chinese Gooseberries – just six years later.

'From these humble beginnings, New Zealand has emerged as the global leader in kiwifruit,' Zespri said in a statement.

The company currently exports around 100m trays of Zespri Green, Gold and Organic branded kiwifruit every year and has been widely recognised for its leadership in terms of horticultural innovation and marketing.

Mr Loughlin said China had played a huge role in the growth of the New Zealand kiwifruit industry so far, but also underlined its importance asa growing market.

Having begun exporting kiwifruit to the country in 1993, Zespri now counts China among its best-performing growth markets and has identifiedwhat it describes as 'significant opportunities' for future growth in the coming years.

'It's realistic to anticipate that, within 10 years, China could grow from almost six per cent currently to form up to 20 per cent of Zespri’stotal business, supporting the Prime Minister’s goal to double trade with China in the next five years,' Mr Loughlin commented.

More than 7m visitors are expected to pass through the New Zealand Pavilion during the course of Shanghai's six-month World Expo.

Zespri, for its part, has worked with New Zealand Trade & Enterpriseto ensure the country's kiwifruit industry is well represented at the pavilion, with kiwifruit imagery throughout, kiwifruit on the menu in the VIP Hosting Facility, kiwifruit vines as part of the rooftop garden and kiwifruit-themed souvenirs in the gift shop.

'As a proud and iconic New Zealand brand, and a foundation partner of the New Zealand Pavilion, Zespri is delighted to help bring New Zealand to life for the rest of the world,' the company added.

Zespri deputy chairman Peter McBride is also due to visit the World Expolater this month as part of the Export Bay of Plenty delegation.