New Zealand multinational Zespri, the world leader in kiwifruit marketing, closed the 2025/26 financial year with record results: €3 billion in global kiwifruit sales, 248.1 million trays marketed and net profit after tax of €142.6 million.
Grown for Good: a new chapter for the global brand
One of the year’s key milestones was the launch of Grown for Good, Zespri’s new global brand platform. The initiative is based on the belief that food should nourish, not simply satisfy hunger, and aims to help consumers make simple choices through a product with high nutrient density, good flavour and essential nutrients such as vitamin C, fibre, folate and potassium.
More than a campaign, Grown for Good represents an evolution towards a purpose-led brand: creating sustainable value for consumers, growers, communities and the environment. As Kok Hwee Ng, Chief Marketing Officer at Zespri International, explains: “For us, purpose matters when people can see and feel its impact. It is not about communicating aspirational benefits, but about demonstrating tangible impact for consumers, growers and communities.”
“Packed with Nutrients” brings this message to European consumers
As part of its rollout, Zespri has launched “Packed with Nutrients” in Europe, a campaign that communicates the nutritional benefits of kiwifruit in a clear and accessible way. The initiative responds to the difficulty many consumers face in navigating conflicting messages about healthy eating.
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Using messages connected to everyday life, the campaign presents kiwifruit as a simple and natural way to increase nutrient intake. Its value lies in the combination of vitamin C, fibre, folate and potassium, while also reinforcing the role of brands in providing clear and reliable nutritional information.
A long-term ambition: to become the world’s healthiest fruit brand
Grown for Good supports Zespri’s 2035 strategy and its ambition to become the world’s healthiest fruit brand. By combining nutrition, science, innovation and sustainability, the company aims to create long-term value for consumers, growers, partners, communities and markets.
Zespri in Spain: solid growth and stronger consumer connection
In Spain, one of Zespri’s most dynamic European markets, volume increased by 11% during the 2025/26 financial year, driven by strong year-round demand and an effective commercial strategy.
The strength of the brand was also recognised in the Worldpanel by Numerator Awards as the brand with the highest growth in Consumer Reach Points (CRP) within the fruit and vegetable category. After adding more than 17 million CRP, Zespri™ consolidated its position as the second most chosen brand in the category in Spain, reflecting its growing relevance and the strength of its long-term brand strategy.
