Zespri readies promotions as season's first kiwifruit shipments head to U.S.

With an early start this anticipated this year, Zespri says its first shipment of SunGold kiwifruit is set to arrive in the Port of Los Angeles and the Port of Philadelphia by mid-April, with green kiwifruit arriving by early May

Following favorable growing conditions, the 2025-26 harvest is projected to see an increase to over 200 million trays across varieties to be sold worldwide, according to a news release. North America retailers planning for the Zespri kiwifruit season can track shipments in real-time to follow shipping vessels arriving to the East Coast and West Coast.

With the season set to get underway, Zespri says kiwi is the fastest-growing fruit in the fruit bowl and that demand is strong due to the brand's ongoing retail partnerships, in-store displays and the introduction of its brand characters, the Zespri KiwiBrothers.

“Last season, we took our consumer campaign ‘Taste the Obsession’ to new heights through the introduction our KiwiBrothers brand characters in paid media and sampling activations,” Darren LaMothe, general manager of North America for Zespri, said in a news release. “The campaign surpassed key metric target and engagement benchmarks reinforcing the strength and impact of our characters driving the consumer connection. This season we are adding a strong retail component to the marketing mix to drive sales.”

Zespri says the KiwiBrothers have been helping lift sales and driving category growth across 19 markets globally for the past nine years.

As the KiwiBrothers take on the U.S. for a second season, they will continue a mission to spread the Zespri kiwifruit obsession by playfully attempting to be movie stars, according to the release. Through a suite of Hollywood-style trailers and cinematic campaign assets, consumers can join the KiwiBrothers and taste the obsession for themselves. Additionally, the KiwiBrothers will have a retail presence with a suite of touch points including new packaging, shippers, pole toppers, shelf talkers and digital assets.

“Our robust marketing initiatives expand the reach of our KiwiBrothers by bringing them in-store and through shopper programs to drive conversion,” LaMothe said. “Consumers view the KiwiBrothers’ characters on packaging as unique, creative and fun and it helps the brand stand out on shelf, which drives purchase.”

Zespri says it shipped over 50,000 display units nationwide last season as retailers recognized their effect in driving incremental sales. Key retailers are seeing an average sales lift of 110% during promotions featuring displays, the release said.

When the brand's SunGold and green kiwifruit varieties are merchandised together, sales increased by 32% compared to another green kiwi brand, Zespri says. When organic varieties of Zespri's SunGold and green kiwifruit are included in a display, there is an automatic halo effect of favorable consumer perception, the release said.

SunGold kiwifruit continues to be the main driver of growth for the brand, with dollar sales in the U.S. increasing 42% and volume sales rising 36% versus a year ago, the release said. To build on the success, Zespri says it is expanding its portfolio with a soft introduction of the RubyRed kiwifruit in the U.S.

The new variety will bring a unique flavor experience with a naturally sweet berry flavor, which is a differentiator from the SunGold kiwifruit, says Zespri, which adds that the RubyRed kiwifruit is high in antioxidant vitamin C and includes anthocyanins, which are natural plant nutrients that give it its vibrant red color.

“There’s a lot of excitement from consumers for our new variety,” LaMothe said. “We have a pilot program for three weeks for West Coast retailers at the start of the season. This trial period will help Zespri gather key insights, refine logistics and optimize support before a nationwide expansion.”