Zespri developing peelable kiwifruit

The international marketing magazine for fresh produce buyers in Europe
Mike Knowles

BY MIKE KNOWLES

@mikefruitnet

Zespri developing peelable kiwifruit

World's largest kiwifruit marketer hoping to improve product convenience by identifying new varieties

Zespri developing peelable kiwifruit

Kiwifruit cultivars being tested at a research centre in New Zealand

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New Zealand kiwifruit marketer Zespri says it is working on the development of a new, peelable variety as well as one with edible skin, as it considers the commercial potential of eliminating the need to cut and scoop out the fruit.

Chief executive Lain Jager told the Wall Street Journal: "When we're developing new products, what we're looking to do is to develop products that are going to draw new consumers into the category but also, importantly, to earn us shelf space."

While the company remains some way off introducing a peelable or edible-skinned product to market, Bryan Parkes, innovation manager at Zespri, believes such a breakthrough would be well received by consumers.

"While peelable kiwifruit is a convenience for some and edible skin might be convenience for others, probably the most generic convenience is one where a consumer can just pick up a piece of fruit and eat it when they want to," he said.

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