Zespri's SunGold Named Top Kiwi in the Category
ORANGE COUNTY, CA - Zespri, a veritable kiwifruit king, has PMA Fresh Summit plans that are poised to steal the show. Attendees will soon have the chance to admire and sample the company’s wares, while trying their hand at a game of S’KIWI Ball, all at Zespri’s rockin’ booth. The company’s “Let Your Tastes Wander” campaign invites all who attend to get a taste of the Zespri culture.
“Our global Zespri team looks forward to PMA each year,” said Sarah Deaton, Shopper Marketing Manager. “It gives us the forum to bring our brand to life and update the industry on the growing consumer demand for SunGold and other varieties as well as the strong marketing investment behind our brand. Our goal is to help retailers and industry partners increase their sales and show them how we are committed to growing the kiwifruit category.”
Show-goers who swing by the Zespri booth will get an up-close look at the company’s eye-catching SunGold one-pound clam pack, sample a refreshing Kiwirita (sign me up!) or super smoothie, and try their luck at S’KIWI Ball for a chance to win a sparkling new iPhone 11 Pro. Regional and international Zespri staff will also be on hand to discuss customized programs to drive sales and success, according to a press release.
Zespri’s “Let Your Taste Wander” marketing campaign had customers scouring the produce aisle, looking for the unique SunGold Kiwifruit flavor through digital and print advertising paired with an interactive consumer contest. The campaign was a great success, launching Zespri’s SunGold variety to the number one branded kiwi in the category—a 19 percent increase from last year. As a result of this campaign and other efforts, Zespri’s sales have increased over 28 percent from last year—five times faster than the total category, the press release states. Now, PMA Fresh Summit attendees will be able to experience the campaign for themselves at the company’s booth, which features décor and messaging to reflect the theme.
“Zespri’s success can also be attributed to the new packaging design and merchandising displays,” Deaton commented. “We launched the season with a new look and feel for our SunGold, Green, and organic varieties. The graphics convey the nutritional information as well as the simplicity of eating on the go by simply cutting, scooping with a spoon, and enjoying its tropical, sweet taste. The refreshed packaging will be on display at the New Product Showcase.”
This year marks the fourth time Zespri has attended PMA Fresh Summit as an exhibitor, and its enthusiasm, fun, and brand spirit has made it a show favorite. The company will be co-sponsoring the event’s Welcome Reception, where show-goers can sample SunGold- and Green Kiwifruit-inspired dishes and beverages, while hobnobbing with the Zespri team. Zespri will also be sponsoring the 5K Race For Talent, offering runners a refreshing SunGold kiwi after the race is over.
At last year’s show, Zespri won the Best Team Attire award for its team’s creativity and spirit. This year looks to be no exception, as the company’s booth will feature an attention-grabbing costume and exciting activities. And, of course, Zespri’s Market Development Managers will be more than happy to chat with retailers to discuss custom programs and provide the tools and resources to help increase sales.
Is your curiosity piqued yet? Mine sure is, so at this year’s show be sure to swing by booth #3085 to meet the Zespri team (and maybe, if you’re lucky, some of the ANUK team).