Zespri™ North America Talks Category Growth at 2023 Global Produce & Floral Show; Darren LaMothe Shares
ANAHEIM, CA - Brand recognition is everything in today’s extremely competitive environment. Zespri™ North America knows this well, as it has long been establishing itself as a recognizable face in the kiwifruit category.
Darren LaMothe, General Manager, gave us a few more insights on how important this is to the company.
“We feel extremely excited to be representing a piece of fruit that ultimately leads the category in and [of] itself,” Darren said. “We're really focusing on our displays because we really want to be at the forefront of when people walk in and see that bold SunGold™ kiwi that stands out at the forefront of our business.”
Zespri works to include its brand messaging across all units, adding to the cohesion of the strategy.
“We feel that once you actually taste our fruit, you become obsessed,” Darren shared, linking back to the brand’s slogan, Taste the Obsession. “And becoming obsessed with our brand is ultimately what leads to consumers to continue to purchase our product.”
To hear more from Darren, check out our exclusive interview above.