Zespri launches red kiwifruit trials in Europe

EUROPE – Zespri, the world’s largest marketer of kiwifruit, has started a pre-commercial trial of its latest variety, RubyRed, in select stores in Belgium.

This trial marks a crucial step as the company evaluates the potential of introducing the red kiwifruit to the European market.

RubyRed is Zespri’s newest kiwifruit variety, known for its sweet, berry-flavored taste. It has been in commercial production for three years, with most of the fruit grown in New Zealand.

While it has already gained traction in markets across Asia, this European trial aims to assess consumer interest and gather valuable insights into its future prospects.

Steven Martina, Zespri’s President of Europe, explained, “There’s a growing demand for red kiwifruit in Europe, similar to what we’ve seen in Asia. Our growing trials have been underway here, particularly in Italy, and this marks the second phase of the process.”

He added, “This autumn, we will conduct pre-commercial testing of the red fruit produced in Italy to capture consumer feedback and support the possible introduction of Zespri Red in Europe.”

The limited nature of the trial allows Zespri to monitor consumer reactions closely, offering RubyRed in pre-packed formats for the duration of October in a small number of Belgian stores.

One of the unique challenges Zespri faces with RubyRed is its shorter shelf life compared to the company’s popular SunGold and Green varieties.

This makes logistics more complicated, especially for long-distance shipping. So far, Zespri has focused on Asian markets due to the shorter shipping times from New Zealand.

However, Martina noted the importance of continuing trials in Europe despite these challenges. “We need to understand how RubyRed performs in European conditions and whether consumers here will embrace the fruit the same way they have in Asia,” he said.

Kenya’s Fruitbox secures exclusive Zespri deal

In related news, Kenya’s Fruitbox has been appointed the exclusive East African agent for Zespri kiwifruit, thanks to a new collaboration with New Zealand’s EastPack.

The agreement aims to streamline the supply chain and improve the availability and quality of kiwifruit in the region.

Before this partnership, Zespri kiwifruit was available in East Africa, but it often arrived through indirect routes that added to shipping costs and reduced the fruit’s shelf life.

Now, Fruitbox will source the fruit directly from EastPack in New Zealand, enhancing freshness and cutting down on costs for local consumers.

“We are excited to partner with EastPack to represent Zespri, a brand known globally for its high standards,” said Sandip Jethalal, General Manager of Fruitbox. “This direct supply chain will ensure our consumers get top-quality fruit at a more affordable price.”

Nico de Lange, Chairman of Fruitbox, added, “We are well-prepared to handle full container loads directly from New Zealand and ensure the smooth distribution of Zespri kiwifruit across East Africa.”