New Zealand kiwifruit marketer Zespri has opened a new regional office in Orange County, California to manage growing sales across North, Central and South America. 

Chief executive Lain Jager said Zespri was growing strongly across North America with most of the growth coming from SunGold.

“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," Jager said in a release.

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

The release said kiwifruit was an underdeveloped category in the U.S. at number 21 in the overall fruit bowl, compared to ranking in the top 10 for most European and Asian countries.

However, it noted that sales of all kiwifruit in the country – from Zespri and other brands – were growing "well above general fruit sales".

SunGold sales volumes in North America have grown over 100% over the past two years and are projected to hit nearly US$50 million in 2018-19.

At present, around 40% 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, it said.

Jager explained retailers’ needs were changing and Zespri was 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,” Jager said.

Zespri is increasing its marketing investment with an integrated PR, digital and social media campaign which includes in-store mobile advertising, along with new retail packaging.

Jager also said Zespri was growing its offshore presence to deliver increased sales around the world, officially opening an office in Dubai earlier this year to service the regions of the Middle East, India and Africa.

“More than half of our 450+ staff are based offshore now, with offices in 21 countries delivering sales and marketing programmes in 59 countries around the world this season,” he said.

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