Zespri has grown steadily to become the world’s largest marketer of kiwifruit – 100% owned by growers in New Zealand, having sprung out of the New Zealand Kiwifruit Marketing Board in 1988 and renamed in 1997.
“For Zespri, everything is interdependent. Our purpose is to help people, communities, and the environment thrive through the goodness of kiwifruit,“ says Jiunn Shih, Chief Marketing, Innovation, and Sustainability Officer at Zespri.
In a world where ultra-processed foods are engineered to be irresistible, encouraging a love for real, nutritious food has never been more important.
Kiwifruit grower Craig Julian puts it simply: “Bad food is designed for humans to like it. So how do you change that?”
Since 2006, Zespri has been tackling this challenge head-on by investing in programs that educate the next generation about the value of consuming more fruit and vegetables. By working with nutrition professionals and local partners, Zespri has developed engaging educational content including school curriculums, gamification, events, and interactive activities. The aim is to support local communities, educators, and parents in shaping healthier eating habits in children from an early age.
Zespri has, to date, supported the nutrition education of 1.4 million children through fun and inspirational programs that promote healthy eating habits across seven markets globally, namely New Zealand, China, Taiwan, Spain, the US, Japan, and Korea.
From the Orchards to the world: at the heart of Zespri is a thriving co-operative of some 2,800 growers in New Zealand. Its kiwifruit is exported to more than 50 countries, with the biggest demand from China, Europe, and Japan. To be able to provide a 12-month supply to customers and consumers, Zespri has also partnered with licenced growers in the northern hemisphere.
What is good for the environment is also good for consumption. “Fresh is best. With kiwifruit there’s nothing added. You know what’s going inside your body,” says grower Helen Scott.
For Zespri, everything starts with kaitiakitanga, the Māori concept of guardianship for the environment. All Zespri growers are growing for good, as custodians of their land for future generations.
Kaitiakitanga underpins Zespri’s drive to reduce its environmental impact. The company has reduced carbon emissions for every kilogram of kiwifruit by 20% and is now focusing on packaging to make it 100% recyclable, reusable, or compostable.
Zespri’s role extends beyond fruit cultivation – it connects people, land, and communities to create long-term positive change. The company works with over 2,800 New Zealand growers, 1,500 international growers, and post-harvest companies, generating more than 22,000 jobs globally.
Through its efforts, Zespri has provided over six billion healthy eating occasions in 59 markets and invests over NZD 6.5 million annually in community programs.
Zespri is on a mission to share its delicious, nutrient-packed kiwifruit with people around the world. This philosophy aligns closely with the UN Sustainable Development Goals, particularly SDG 2, which aims to end hunger, achieve food security and improved nutrition, and promote sustainable agriculture.
Zespri also aligns with SDG 3 (Good Health and Well-being), believing that fostering health and well-being for society is inseparable from nurturing healthy land, orchards, and grower communities.
By recognizing and strengthening these connections and partnering with stakeholders, Zespri is helping to create a healthier and more resilient future for people, communities, and the environment – aiming to build a thriving world for all. “It’s a circle of life. You do good things to people and it comes back in other ways,” says Rex Anderson, a kiwifruit grower.
In 2025, Zespri expects to harvest more than 26 million trays of kiwifruit – equivalent to 93,000 tonnes – from its northern hemisphere orchards in France, Italy, Greece, South Korea, and Japan. Zespri has also achieved a major milestone this year, with its kiwifruit now being enjoyed by over 100 million households worldwide for the first time.