Strategy supported by three strategic drivers of unleashing brand demand, transforming global supply and creating a product portfolio of the future
Zespri has launched its 2035 strategy – a long-term plan to strengthen the kiwifruit industry’s resilience, unlock future value and a bold ambition to become the world’s healthiest fruit brand.
The kiwifruit marketer’s 2035 strategy was launched at the industry’s two-day Momentum 2026 Conference in Mount Maunganui, attended by more than 600 growers, shareholders, post-harvest and industry leaders and supply-chain partners and customers from around the world. It’s the first Momentum Conference held since 2020.
Zespri CEO Jason Te Brake said the industry is creating significant value for growers, working off a strong platform built over many years and now is the right time to look ahead at how it continues to deliver value over the next ten years in a more competitive and complex global environment.
“Our 2035 strategy responds to a rapidly changing global environment and the need to stay ahead of shifting consumer expectations, increasing competition, climate pressures, geopolitical uncertainty and accelerating technological change,” said Te Brake
“Having exceeded our previous target of NZ$4.5bn in global sales revenue by 2025, Zespri’s new strategy sets an ambition that goes beyond financial performance and as we look out to 2035, we’ve set ourselves an exciting ambition – to become the world’s healthiest fruit brand.
“We’re aiming to be at the forefront of the global fruit category by championing health and nutrition for our consumers, delivering leading products through a resilient future supply chain, and providing leading value to growers.
“Our 2035 strategy is about preparing our industry to be fit for the future while staying true to what makes Zespri special. Consumers are seeking healthier food choices, our markets are becoming more complex, and technology is transforming how people shop and how businesses operate. This strategy positions us to thrive in that environment, continuing to deliver high-quality great-tasting Zespri kiwifruit to help people, communities and the environment around the world thrive through the goodness of kiwifruit.”
Zespri’s 2035 strategy is supported by three strategic drivers: unleashing brand demand, transforming global supply, and creating a product portfolio of the future.
By unleashing brand demand, Zespri aims to build a globally iconic fruit brand loved for natural nutrition through creating desirability for the Zespri brand, expanding availability and visibility in key channels, and providing the best product and packaging experience.
Zespri will also establish a responsive, resilient and reliable year-round supply chain delivering value by unlocking future supply, building a world-class value chain and delivering service excellence.
As part of the third strategic driver, Zespri will work to create the healthiest products for consumers and growers by enhancing its core product portfolio, expanding into new demand spaces and executing commercialisation with excellence.
Zespri will use several metrics across key focus areas to measure progress against its ambition to become the world’s healthiest fruit brand. For consumers, Zespri plans to track and improve its brand premium score which reflects consumers’ willingness to pay more for Zespri kiwifruit compared with other fruit brands. It will aslo establish a baseline for how it currently performs as the top of mind brand associated with being the healthiest fruit in its core 15 markets and set five and ten year targets.
For growers in both New Zealand and Zespri Global Supply growing regions, Zespri is targeting orchard gate return growth that outperforms inflation, with an ambition to reach between 1.5 and two times the current baseline by 2035. It has also set grower satisfaction goals.
“Achieving our potential to be the world’s healthiest fruit brand won’t be measured by one single metric,” said Te Brake as he introduced the 2035 strategy at Momentum 2026.
“Instead, it’s going to be a combination of being first for our consumers, first for our growers, and first for our people. We need to be delivering the healthiest products, building the healthiest brand, developing the healthiest supply chain, and making sure that we foster the healthiest people, culture and partnerships.
“We believe that if we can do this, well, not only does it stand us in great stead to overcome the challenges we will face, but we’ll be able to deliver greater value for our value chain, and ultimately, through leading returns back to our growers.”
Te Brake added that Zespri’s purpose to help people, communities and the environment thrive through the goodness of kiwifruit remains unchanged.
“Our industry has succeeded by being forward-looking, innovative and working together. Our 2035 strategy captures that and sets us up to keep growing value for New Zealand and our global partners, and to deliver the healthiest fruit experience to consumers around the world,” he said.
