ED. 133. Fruit Attraction 2017 / Various

Zespri ®, two decades being a referent in the market

In the last twenty years, Zespri® has consolidated its position as the leading company within kiwifruit industry, both in the national and international spheres.

The New Zealand-based company handles 45% of the marketed volume of kiwifruit in Spain and has a 30% share worldwide. Likewise,  its name enjoys such remarkable brand prestige in our country, that espri® leads today the Top of Mind ranking, with 18% in the fresh fruit category, 28% in spontaneous awareness, [1]and 80% of aided awareness. It is worth mentioning that those percentages have increased in recent years as a result of the many communication and marketing actions carried out by the company.

But the key for the success of Zespri® lies to a great extent on the excellent quality of all their kiwifruts, whose organoleptic properties are unmatched. Furthermore, those kiwifruits are the only ones available at any retail centre, from traditional greengrocers’ to supermarkets and large department stores, and the only ones available all year round, which is possible thanks to their productions from both hemispheres.

And to be able to keep up with their quality standards throughout the year, regardless of the origin of their fruit, every grower working for the company must apply the Zespri System. It is their own,
thorough, integrated, environment-friendly production system that includes all Zespri® kiwifruit production stages, from the vine down to the end consumer.

All these factors result in Zespri® kiwifruits being Spain’s favourites. Indeed, 83% of Spanish consumers prefer Zespri Green and Zespri SunGold over any other green or yellow kiwifruit. Besides, Zespri® kiwifruits are present in 68.1% of Spanish households[2].

The reasons to choose Zespri® among all the possible options have to do with flavour, quality, and the trust inspired by a brand that has been supplying the best kiwifruits in the world for twenty years.

 

[1] Source: GFK 2017 Zespri Spain Bran Research

[2] Source: Kantar Woordlpannel P4 2017

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