Zespri has opened a regional office in Orange County California to manage growing sales across the Americas.

Strong sale growth across North America is being driven by the new gold variety Zespri SunGold Kiwifruit, 'which is proving hugely popular' says Zespri Chief Executive Lain Jager.

'The New Zealand kiwifruit industry is on track to more than double sales to $4.5 billion by 2025 and an important part of this growth will come from developing markets like North America, as well growing sales in our more established markets,” says Lain.

”Zespri is relaunching the kiwifruit category in the United States and the wider Americas region to attract new consumers and grow sales.”

Kiwifruit in the US is an underdeveloped category at number 21 in the overall fruit bowl compared to ranking in the top ten for most European and Asian countries.

However, sales of all kiwifruit in the US – Zespri and other brands – are growing well above general fruit sales.

Zespri SunGold sales volumes in North America have grown more than 100 per cent over the past two years and are expected to hit nearly US$50 million in 2018/19, as consumers respond to the delicious tropical sweet flavour.

At present, around 40 percent of SunGold sales are through Asian-American retail outlets, as these communities are more familiar with Zespri Kiwifruit. However the new variety appeals to mainstream American consumers too, with exciting growth through mainstream customers.

Retailers' needs are changing and Zespri is working with distributors to meet those needs.

'By appointing market development managers, we've been able to work with key retailers to build meaningful programmes to expand our distribution across the country and returned more value to our retail partners and New Zealand growers,” says Lain.

Zespri is increasing its marketing investment to introduce more people to the taste of Zespri Kiwifruit through a integrated PR, digital and social media campaign, which includes in-store geotargeted mobile advertising, along with new eye-catching retail packaging.

Zespri is growing its offshore presence to deliver increased sales around the world.

They officially opened an office in Dubai earlier this year to service the regions of the Middle East, India and Africa.

'More than half of our 450 plus staff are based offshore now, with offices in 21 countries delivering sales and marketing programmes in 59 countries around the world this season,” says Lain.

The new office was opened by a Maori cultural delegation with karakia/prayers and waiata/songs to bless the new whakairo/carving commissioned for the office.

Carver James Tapiata has made several other carvings for Zespri offices in New Zealand and around the world and he created this work Te Puawaitanga (The Flowering) for the new office. Around 10 people will be based in the office.