Ceo Tony Marks has also said that Zespri expects to begin harvesting the crop seven to 10 days ahead of last year with the first sales due in Europe in May. The crop is apparently developing well with good volumes of all lines.

'The market feedback is for a very positive start to the season,' said Marks. 'We are particularly excited at the introduction of the new taste standard, Taste Zespri, which is a major initiative to help stimulate category growth and repeat purchase.' As previously reported by freshinfo, the new standard will be introduced in Japan first before being rolled out to other markets.

Marketing this season will focus on selling the expected big increase in Zespri Gold and maintain a similar volume of Zespri Green. Zespri Organic will feature in those markets where a premium price point for the product can be maintained.

Meanwhile, ahead of Zespri's financial year end on March 31, the group is forecasting increased profits for shareholders thanks to likely record net sales.

The board of directors is also likely to report an eight per cent improvement in end-of-season returns to growers compared to last season after taking account of strong net sales of NZ$792million, lower costs overseas and necessary end-of-season financial reconciliations.

Final accounts for the 2001-02 financial year will not be published until June, but the board has issued a statement ahead of that date indicating that shareholders are likely to be pleased with the group's performance.

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