KENYA – Fruitbox, a leading Kenyan importer-distributor, has signed an exclusive partnership with New Zealand’s EastPack to bring Zespri-branded kiwifruit directly to East African consumers.

This collaboration marks a significant step in improving the availability and quality of kiwifruit in the region.

“We are excited to partner with EastPack via their collaborative marketing agreement with Zespri to represent this well-known global brand,” said Sandip Jethalal, General Manager of Fruitbox. “It fits well with our model of trading first-class fruit with integrity.”

Before this partnership, Zespri kiwifruit was available in East Africa, but the supply chain was far from efficient. Fruitbox previously sourced Zespri kiwifruit from South Africa and airfreighted it to Kenya, which added to the overall cost and reduced the product’s shelf life.

The new direct supply chain, facilitated by EastPack, promises to cut down costs and improve product quality for consumers.

“Our direct supply chain will reduce the cost to consumers,” Jethalal noted. “But more importantly, we will now be able to vouch for the quality and integrity of the product we sell to our customers.”

Nico de Lange, Chairman of Fruitbox, echoed these sentiments, highlighting the company’s preparedness to handle the influx of Zespri kiwifruit.

“As a first receiver with established distribution channels and storage facilities, we can import full container loads directly from the country of origin and develop the category to its full potential,” he said.

East Africa, home to the continent’s largest population, is witnessing a growing demand for high-value fruits, including kiwifruit.

This shift is largely driven by an expanding middle class with an increasing preference for premium produce.

“With the growing middle class in East Africa comes a demand for higher-value fruit such as cherries, peaches, and nectarines,” Fruitbox stated.

The company sees this partnership as part of a broader strategy to align with well-established brands, like Zespri, to meet this demand effectively.

Richard Fraser-Mackenzie, General Manager for Order and Supply at EastPack, praised Fruitbox for its investment in quality infrastructure and strong local partnerships.

“Fruitbox has a unique geographic location and can supply the East African community with kiwifruit from New Zealand,” he said. “We expect the market to grow incrementally, and our green and gold kiwifruit consumption to expand annually.”

According to latest IndexBox data in 2022, Kenya imported approximately 1.8 tons of kiwifruit, reflecting the growing demand for healthy and high-quality fruits.

The price of kiwifruit in Kenya has remained relatively high, with a single fruit selling for around 100 Kshs (approximately USD 0.78).

As the partnership between Fruitbox and EastPack continues to strengthen, consumers can expect more accessible and competitively priced Zespri kiwifruit in the market.

Fruitbox’s exclusive partnership with EastPack positions it as a key player in the East African market.

The company is also the exclusive importer of Tru-Cape produce in Kenya, including apples, pears, cherries, and soft citrus. It continues to import citrus and table grapes from Southern African countries and Egypt.

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE.