Zespri at 20: where next for NZ kiwifruit?

For fresh fruit and vegetable marketing and distribution in Asia
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Zespri at 20: where next for NZ kiwifruit?

Two decades since the launch of its iconic brand, the marketer considers opportunities ahead for the kiwifruit business

Zespri at 20: where next for NZ kiwifruit?
  1. 🇨🇳 The growth of China: global kiwifruit production in 1998 and 2015 and where it could be in 2037. #wow pic.twitter.com/HQMfgzMtLL
  2. Global grower: "To maintain our position we will have to be a leader in the local-for-local growing world," says Simon Limmer. https://t.co/rkKO1x5j5U
    Global grower: "To maintain our position we will have to be a leader in the local-for-local growing world," says Simon Limmer. pic.twitter.com/rkKO1x5j5U
  3. Thirty per cent of @ZESPRIkiwifruit kiwifruit production will come from non-NZ supply in the next 20 years, says Shane Max. #global
  4. "The best is yet to come": @ZESPRIkiwifruit CEO Lain Jager says #NewZealand #kiwifruit is at the start of a new growth era. https://t.co/wsunGj4TVy
    "The best is yet to come": @ZESPRIkiwifruit CEO Lain Jager says #NewZealand #kiwifruit is at the start of a new growth era. pic.twitter.com/wsunGj4TVy
  5. Huge productivity gains: by 2037 @ZESPRIkiwifruit expects to be growing 27,000 trays per hectare. https://t.co/4ffuXH0jf7
    Huge productivity gains: by 2037 @ZESPRIkiwifruit expects to be growing 27,000 trays per hectare. pic.twitter.com/4ffuXH0jf7
  6. Faster: @ZESPRIkiwifruit targeting sales of NZ$4.5bn by 2025 with its fruit on the shelves 52 weeks of the year. https://t.co/hV41klcBei
    Faster: @ZESPRIkiwifruit targeting sales of NZ$4.5bn by 2025 with its fruit on the shelves 52 weeks of the year. pic.twitter.com/hV41klcBei
  7. Exciting times for Zespri. Note the big dip where Psa struck. It's been quite an amazing recovery.  https://twitter.com/chrisfruitnet/status/840021495942385665 
  8. To double sales by 2025: remember this number as we're going to hear a lot of it from @ZESPRIkiwifruit now and in future. https://t.co/MoZTWxX5Hm
    To double sales by 2025: remember this number as we're going to hear a lot of it from @ZESPRIkiwifruit now and in future. pic.twitter.com/MoZTWxX5Hm
  9. Daniel Mathieson introduces @ZESPRIkiwifruit's new general manager marketing, Jiunn Shih. He's Taiwanese-Brazilian! #global https://t.co/7sxKjYKbQC
    Daniel Mathieson introduces @ZESPRIkiwifruit's new general manager marketing, Jiunn Shih. He's Taiwanese-Brazilian! #global pic.twitter.com/7sxKjYKbQC
  10. Shih: "I think of marketing spend as an investment, not a cost." After all, It's what helped @ZESPRIkiwifruit get to where it is today.
  11. Ten to 15 per cent of @ZESPRIkiwifruit's marketing budget now spent on social media to communicate with shoppers and also now with business. https://t.co/5R7Ezium6R
    Ten to 15 per cent of @ZESPRIkiwifruit's marketing budget now spent on social media to communicate with shoppers and also now with business. pic.twitter.com/5R7Ezium6R
  12. Twitter is going to help @ZESPRIkiwifruit connect with more consumers in future, says Shih. https://t.co/Ng0zMpjGRF
    Twitter is going to help @ZESPRIkiwifruit connect with more consumers in future, says Shih. pic.twitter.com/Ng0zMpjGRF
  13. Global sales & marketing president Daniel Mathieson: "Let's celebrate the great work of the @ZESPRIkiwifruit family!" https://t.co/9OQTMeYyda
    Global sales & marketing president Daniel Mathieson: "Let's celebrate the great work of the @ZESPRIkiwifruit family!" pic.twitter.com/9OQTMeYyda
  14. That's dedication: "packing kiwifruit is the best fun you can have with your pants on!" #@ZESPRIkiwifruit https://t.co/5k55zqagN6
    That's dedication: "packing kiwifruit is the best fun you can have with your pants on!" #@ZESPRIkiwifruit pic.twitter.com/5k55zqagN6
  15. Horticulture NZ's President at the ZESPRI brand 20 year celebration #Horticulture https://t.co/4hPtGA91Uy
    Horticulture NZ's President at the ZESPRI brand 20 year celebration #Horticulture pic.twitter.com/4hPtGA91Uy
  16. Happy 20th Birthday @ZESPRIkiwifruit!
"More than $21b of premium kiwifruit has been sold in a Zespri box since 1997"
https://t.co/TUH6ICrCmC https://t.co/4xZQcW0NZb
    Happy 20th Birthday @ZESPRIkiwifruit! "More than $21b of premium kiwifruit has been sold in a Zespri box since 1997"  http://bit.ly/2mp7EF2  pic.twitter.com/4xZQcW0NZb
  17. New Zealand's kiwifruit growers took a leap of faith when agreeing to let Zespri develop as a brand for fruit grown elsewhere. It paid off!  https://twitter.com/chrisfruitnet/status/840047917725560832 
  18. U wanna call it what? Bruce Cameron reflects on 20 years since the word Zespri became synonymous with kiwifruit.^HJ  http://m.nzherald.co.nz/the-country/news/article.cfm?c_id=16&objectid=11815244 
  19. NZ #kiwifruit brand marks its 20th anniversary this week. Here's how @eurofruit reported its launch in February 1997. #zespri20 https://t.co/w1RqIGqXH5
    NZ #kiwifruit brand marks its 20th anniversary this week. Here's how @eurofruit reported its launch in February 1997. #zespri20 pic.twitter.com/w1RqIGqXH5
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