New Zealand kiwifruit exporter Zespri has announced Tony Nowell will become its new ceo when Craig Greenlees leaves after more than four years in the position next month.

Nowell is co-chair of the Food & Beverage Taskforce and managing director of Griffin’s Foods and only last year was reported in the New Zealand press telling some of the big NZ co-ops to examine how they could “reinvent themselves for growth”.

This week he told the press he will defend “with a passion” Zespri's export marketing monopoly to countries other than Australia.

He also issued some warnings, namely that if Zespri does not maintain “critical mass, and critical mass that is strongly supported by a power brand ... then I think that there is a very real danger for the [kiwifruit] industry in New Zealand”.

Maintaining 12-month supply of Zespri kiwifruit through overseas contracts is also an important issue, he added.

Greenlees said Nowell is an outstanding New Zealander who has considerable experience managing diverse organisations. “I’m delighted to announce the appointment of such a high calibre leader,” said Greenlees.

“After an extensive search the ZESPRI Board believes he has the skills and experience necessary to successfully execute the challenging objectives we’ve set to drive this business to the next level. In particular, his business experience in Asia and Europe will be beneficial as we learn how to better understand and respond to the needs of our consumers.”

Nowell has extensive experience of the Asian and European markets, both important growth areas for Zespri, having spent 12 years in general management roles in Asia, and 17 years working for French companies L’Oreal and Danone. His career spans the tourism, fragrance and beauty, household and body care, and biscuit and snack food industries.

Nowell said he is delighted to accept the role with Zespri. “I see the New Zealand kiwifruit industry as a great example of innovation and excellence, with a bright future, and I’m both humbled and excited by the opportunity to manage such an iconic New Zealand brand,” he said. “Zespri has a strong sense of vision and purpose, having introduced a bold strategic plan in 2006, and I look forward to the challenge of implementing that plan and further enhancing ZESPRI’s reputation as the world leader in kiwifruit.”