{"id":303202,"date":"2026-02-26T13:11:14","date_gmt":"2026-02-26T13:11:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/303202\/"},"modified":"2026-02-26T13:11:14","modified_gmt":"2026-02-26T13:11:14","slug":"zespri-launches-2035-strategy-at-kiwifruit-industry-momentum-conference-in-tauranga","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/303202\/","title":{"rendered":"Zespri launches 2035 strategy at kiwifruit industry Momentum Conference in Tauranga"},"content":{"rendered":"

Zespri, headquartered in Mount Maunganui, achieved $5 billion in global sales revenue<\/a> last year with 220.9 million trays sold, exceeding the $4.5 billion target set in 2015.<\/p>\n

Te Brake said Zespri\u2019s 2035 strategy went beyond financial performance.<\/p>\n

\u201cWe\u2019re aiming to be at the forefront of the global fruit category by championing health and nutrition for our consumers, delivering leading products through a resilient future supply chain, and providing leading value to growers.\u201d<\/p>\n

He said consumers were seeking healthier food choices and markets were becoming more complex, while technology transformed how people shopped and how businesses operated.<\/p>\n

\u201cThis strategy positions us to thrive in that environment, continuing to deliver high-quality, great-tasting Zespri kiwifruit.\u201d<\/p>\n

\"ZespriZespri chief executive Jason Te Brake announces the brand’s 2035 strategy at the Momentum Conference. Photo \/ Jamie Troughton\/Dscribe Media<\/p>\n

The 2035 strategy would prepare the kiwifruit industry to be fit for the future.<\/p>\n

He broke it down into three strategic drivers: unleash brand-led demand, transform global supply<\/a>, and create the product portfolio of the future.<\/p>\n

Zespri<\/a> would use several metrics to measure progress.<\/p>\n

For consumers, it would track brand premium \u2013 the willingness to pay more for Zespri fruit than other brands \u2014 across 15 core markets.<\/p>\n

Its ambition was to have 100% of those markets achieve a brand premium score above 110, up from the current 40%.<\/p>\n

Zespri would also establish five- and 10-year targets for how the company performed as the \u201ctop-of-mind brand\u201d for the healthiest fruit in those core markets.<\/p>\n

Te Brake said he expected to see today\u2019s global kiwifruit sales value double and potentially triple.<\/p>\n

\u201cMost importantly, we\u2019ll double the value of our returns to provide sustainable and leading returns back to our growers.\u201d<\/p>\n

\"TheThe three key strategic drivers of Zespri’s 2035 strategy were unleash brand-led demand, transform global supply, and create the product portfolio of the future. Photo \/ Jamie Troughton \u2013 Dscribe Media<\/p>\n

Zespri also expected its share of the global fruit bowl value lift from 0.65% to 0.70-0.80% by 2035.<\/p>\n

For growers, the strategy\u2019s success would be measured through regular grower surveys and orchard gate returns (OGR).<\/p>\n

The current satisfaction score for New Zealand growers was 80, up from below 50 two years ago.<\/p>\n

Zespri\u2019s long-term target was to achieve and sustain a score above 70.<\/p>\n

By 2035, Zespri aimed to reach between 1.5 and two times the current average OGR per hectare in both New Zealand and Zespri Global Supply growing regions.<\/p>\n

Zespri would also baseline its current employer-of-choice performance using engagement measures with established people, and set a 2035 target from there.<\/p>\n

Te Brake said these priorities were \u201cthe engine of value creation for Zespri\u201d.<\/p>\n

\u201cOur 2035 strategy sets us up to keep growing value for New Zealand and our global partners, and to deliver the healthiest fruit experience to consumers around the world.\u201d<\/p>\n

Bijou Johnson<\/a> is a multimedia journalist based in the Bay of Plenty. A passionate writer and reader, she grew up in Tauranga and developed a love for journalism while exploring various disciplines at university. She holds a Bachelor of Arts in Classical Studies from Massey University.<\/p>\n","protected":false},"excerpt":{"rendered":"Zespri, headquartered in Mount Maunganui, achieved $5 billion in global sales revenue last year with 220.9 million trays…\n","protected":false},"author":2,"featured_media":303203,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[57097,166189,1975,138,4766,29140,2065,13313,1437,78,2454,23553,1739,22387,111,139,69,667,656,1227,166190,8238,32561,57095],"class_list":{"0":"post-303202","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business","8":"tag-57097","9":"tag-anticipates","10":"tag-at","11":"tag-business","12":"tag-conference","13":"tag-doubling","14":"tag-fruit","15":"tag-giant","16":"tag-global","17":"tag-in","18":"tag-industry","19":"tag-kiwifruit","20":"tag-launches","21":"tag-momentum","22":"tag-new-zealand","23":"tag-newzealand","24":"tag-nz","25":"tag-sales","26":"tag-strategy","27":"tag-tauranga","28":"tag-tripling","29":"tag-under","30":"tag-value","31":"tag-zespri"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/303202","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/comments?post=303202"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/posts\/303202\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media\/303203"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/media?parent=303202"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/categories?post=303202"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/nz\/wp-json\/wp\/v2\/tags?post=303202"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}