SunGold kiwifruit has arrived in the Port of Los Angeles

From Fresh Plaza | 9 May 2023

Overview of kiwifruit in the U.S. market, complemented by charts from Agronometrics. Original published on May 9, 2023. 

Zespri’s SunGold™ Kiwifruit arrived in the Port of Los Angeles last week and will be available to eager shoppers by mid-May. The company’s multi-channel consumer campaign will help drive new shoppers to stores with digital advertising and sampling events.

“We are so excited for the start of the season with our delicious ZespriTM SunGold Kiwifruit,” states Dan Riley, Zespri’s General Manager for North America. “Despite challenging growing conditions and volume pressures, we are looking forward to another successful season fulfilling our brand promise of providing the best-tasting fruit to consumers.”

kiwifruit volumes by ori

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

Zespri SunGold Kiwifruit has become a high-growth, everyday item. “It sells best when prominently displayed in the produce department.” Retailers saw a 92 percent lift in sales average when a display was paired with a TPR. Zespri’s SunGold Kiwifruit display sales showed an increase of +$6 million compared to last season and have generated over $20 million in dollar sales attributed to in-store displays, accounting for a quarter of total SunGold Kiwi sales.

“The synergy between Zespri’s marketing efforts and in-store placement helps drive retail sales,” said Riley. “Eye-catching merchandising displays will highlight this year’s Taste the Obsession consumer campaign. The campaign tells Zespri’s bold, brand story of the passion and care that goes into growing their kiwifruit in an unexpected, playful way.” The campaign is cohesive across all marketing channels. Last year’s program generated over 1 billion impressions and encouraged new household usage.

“We really have changed the category with the introduction of SunGold Kiwifruit,” explains Riley. “Consumers enjoy the taste of our SunGold Kiwi with 97 percent of those who try, show intent to buy. With the Zespri season fast approaching, both new and repeat consumers will be on the lookout for the arrival of SunGold Kiwifruit in stores.”

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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