Zespri has released its first full forecast for the 2025/26 kiwifruit season, projecting record per-hectare returns across most categories, with the exception of SunGold and Organic Green.
CEO Jason Te Brake described the start of the season as strong, with robust demand across key markets despite increased volumes. “Sales are tracking well, even through the traditionally more competitive summer period, which gives us confidence in delivering strong value back to growers,” he stated.
Europe leads the growth, China lags behind
Europe has been a standout performer so far, with over 2 million trays sold weekly for the past 13 weeks. North America also continues to show solid growth. In response, Zespri has reallocated some fruit from Asia to these markets, where macroeconomic conditions have been more favorable.
In contrast, the company faces higher-than-ideal inventory levels in China — around 20% above target — and is now working to accelerate sales in a slower market environment.
“While China remains a strategic market, we’re prioritizing volume flow and aiming for a strong finish to the season,” said Te Brake.
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At a per-tray level, forecasted returns have increased for all categories except SunGold and Sweet Green, which remain within the expected range provided in June.
New 2035 strategy in the works
Zespri is also in the final stages of defining a new 10-year strategic plan. Having met its previous goal of NZ$4.5 billion in sales by 2025, the company is now focusing on building long-term resilience and growth.
“Our 2035 vision is to become the world’s healthiest fruit brand,” Te Brake explained. “This strategy will centre around three pillars: brand-led demand, global supply transformation, and future-focused product innovation.”
With this new roadmap, Zespri aims to remain competitive in an increasingly complex global marketplace and continue to deliver strong, sustainable returns to its grower community.
