New Zealand kiwifruit marketer outlines ambitious strategy, as it looks to capitalise on growing consumer demand for naturally nutritious products
Kiwifruit company Zespri’s has underlined its ambition to become the world’s healthiest fruit brand within the next decade.
“We want to provide the healthiest products, have the healthiest brand, develop the healthiest supply chain and partnerships, and have the healthiest people and culture,” CEO Jason Te Brake told the NZ Herald.
The goal was a key part of its 2035 strategy, he noted. And with more and more people looking for diets that boost their health and mental state, the commercial opportunity for kiwifruit with a dependable brand promise was considerable, he told the newspaper.
“This is resulting in an increasing number of consumers looking for naturally nutritious products and who are willing to pay premium value for brands who look after their health and have a positive impact on society.”
In August, green kiwifruit became the first fresh fruit ever to receive an authorised health claim from the European Commission, which officially approved the theory that “consumption of green kiwifruit contributes to normal bowel function by increasing stool frequency”.
The authorisation, which is based on a daily intake of two fresh green kiwifruit providing a minimum of 200g of flesh, was among only three health claims approved by the Commission in the previous five years.
