Industry professionals and retailers are invited to stop by Zespri’s booth No. 3293 during the International Fresh Produce Association's Global Produce & Floral Show, Oct. 19-21, to meet with regional and international staff and to taste Zespri SunGold Kiwi samples and kiwitinis.
“Our booth is always buzzing, bringing to life the boldness and fun of our remarkable kiwifruit,” said Jeanne Wilson, Zespri’s head of marketing for North America.
“Our booth will extend the excitement of our omnichannel consumer campaign that increased demand this year sending shoppers to stores looking for the No. 1 fastest-growing category in the fruit bowl,” continued Wilson, pointing to Circana data for the 52 weeks ending Sept. 10, 2023, out of categories with $200 million or more in dollar sales.
Zespri’s “Taste the Obsession” consumer campaign generated over 1 billion impressions and boosted new household usage, according to a news release.
The campaign highlighted the passion and care that goes into growing Zespri’s kiwifruit in an unexpected, playful way through sampling activations, influencers and paid media advertising, according to the release. Influencers shared their love for Zespri’s SunGold Kiwi and encouraged consumers to try the SunGold during sampling events, the release said.
Not only did Zespri’s campaign help drive consumers to stores but it helped maintain Zespri’s SunGold Kiwi position as the top driver of growth for the category, accounting for over half of the total dollar gains in the category this season, the company says.
Due to the faster growth rate, the Zespri brand continues to strengthen the category share of 54% (up 4 points versus the prior year); Zespri SunGold Kiwi is the main growth driver, with sales increasing 20%, the release said.
“Strong demand and overwhelmingly positive consumer sentiment reinforces our campaign success,” Wilson said. “Our goal at the IFPA tradeshow is to showcase this excitement through our event activations and sampling. Attendees can experience this enthusiasm and obsession firsthand.”
This is Zespri’s sixth year as an exhibitor. Freshly cut SunGold Kiwifruit will be sampled during show hours along with a happy hour serving SunGold Kiwitinis, from noon to 5 p.m. on Oct. 20-21.
Attendees who want to show their obsession for SunGold Kiwi can get an airbrushed kiwi-inspired tattoo. All attendees with an airbrushed tattoo will be entered for a chance to win the newly released premium Smartwatch, the release said.
To kick off the trade show, Zespri is co-sponsoring the welcome reception, where attendees can enjoy SunGold specialty dishes and beverages and meet with the Zespri team. Zespri will also sponsor the Race for a Healthier World 5K and provide runners with a SunGold Kiwi to refuel afterward.
Zespri is known for its creative costumes and continuous energy during the 5K race, and the Zespri team will again be competing for the coveted title of Best Team Attire and Best Team Spirit award, the release said.