Zespri says its 2025 season outperformed previous sales periods, with a retail sales increase of 46% year over year. To build on this momentum, the company will share more about what it has in store for another season during the Southeast Produce Council’s Southern Exposure in Orlando, Fla., Feb. 26 to March 1.
Retailers and trade show attendees can get a preview of a new consumer campaign and marketing programs by visiting Zespri’s booth, No. 825, at the event.
“2025 was a milestone season for Zespri in the U.S., not just in terms of sales, but in how kiwifruit is performing within the fruit bowl,” says Darren LaMothe, president of Zespri North America. “We saw exceptional results driven by expanded distribution, brand-led programs and strong in-store execution. Zespri kiwifruit continues to deliver a solid combination of volume growth and value retention, and that’s meaningful for retailers looking to drive both margin and momentum in the produce department.”
Zespri says it boosted both awareness and purchase through continued strong retail partnerships, standout in-store displays and packaging featuring the Zespri KiwiBrothers, along with robust marketing programs, which created a highly successful season for Zespri kiwifruit. Distribution of 1,500 new stores and an earlier start to the season also contributed to the success.
Additionally, expanded distribution of Zespri green and organic kiwifruit, the West Coast trial of Zespri RubyRed kiwifruit and strong consumer demand for Zespri SunGold kiwifruit all helped support the strong performance at retail. The company says kiwifruit is the fastest-growing fruit category in the department, posting 34% dollar growth versus a year ago, with Zespri leading the category.
“As we look to the 2026 season, our focus is on building from that foundation,” LaMothe says. “Coming off a record year and launching a new consumer campaign, we see significant opportunity to continue growing the category and delivering incremental value at retail.”
Zespri says shoppers love the taste of its kiwifruit, with a flavor profile for every occasion.
“From green to SunGold and now RubyRed, our variety of kiwifruit is packed with both nutrition and flavor, which fulfills what consumers want as they prioritize health-forward, high-value fresh produce,” says Bianca Fiedler, trade marketing director for Zespri North America. “Entering the new season, we’re excited to reinforce what makes Zespri unique in produce: Our kiwifruit ranks among the most nutritionally dense fruits, giving shoppers an easy and delicious way to boost their nutrition.”
Zespri says it is gearing up for a new campaign that taps into what consumers need most today: real nourishment in a world crowded with empty-calorie snacks and empty promises. As a nutrient-dense choice, the Zespri KiwiBrothers are on a mission to show shoppers there’s a better way to fuel their full, fast-paced lives. In 2025, their impact drove 1 billion digital impressions, 2 million samples and 50,000 in‑store displays that contributed to a 21% sales lift for SunGold kiwifruit, according to the company. Coupled with positive New Zealand growing conditions and consistent product quality, these efforts strengthened shopper demand and repeat purchases.
Zespri invites all attendees and industry friends to connect at its Southern Exposure booth to preview the new campaign and learn more about the merchandising shippers and bulk bins. Enhanced point-of-sale materials, including headers, wobblers, pole toppers and cutouts, are set to be rolled out in the new season, the company says. Retailers can meet with Zespri representatives at the booth for detailed information.
“We are excited to meet with retail partners to plan for the upcoming season and build on our continued momentum,” LaMothe says.
