Zespri approves new red kiwifruit variety to extend RubyRed season
Zespri plans to grow its red kiwifruit line with a new variety called Red80.
NEW ZEALAND – Zespri will introduce a new red kiwifruit variety named Red80 after the board approved its commercial rollout.
The company expects Red80 to help extend the selling season for Zespri RubyRed and meet growing demand in key markets. The decision comes after Zespri RubyRed sales doubled this year, with more than 3 million trays sold in New Zealand, Singapore, Japan, Mainland China, Taiwan, South Korea and the US.
CEO Jason Te Brake said the move supports Zespri’s plan to grow its red range and strengthen its hold on the global kiwifruit market. He explained that the company aims to keep meeting the tastes of consumers while helping growers gain more value.
“We have a proud history of innovation which has set us apart from our competitors and today’s decision is another example of the ongoing work our industry undertakes to meet the needs of our global consumers and deliver strong value to our growers,” he said.
Te Brake noted that customers want steady supply of every Zespri variety. He added that Red80 will help widen the RubyRed window, which currently lasts about eight weeks due to the shorter storage life of red kiwifruit.
“Red kiwifruit naturally tends to be shorter storing than green and gold kiwifruit, so we currently have a limited sales window of around eight weeks. Red80 harvests a bit later than our existing Red19 cultivar and stores for longer, with the two varieties working together to keep Zespri RubyRed in front of consumers for longer, building awareness, encouraging habitual purchase, and lifting demand.”
RubyRed first reached the market in 2022 after the commercial approval of Red19 in 2019. The fruit now reaches 13 markets, and Zespri says the variety appeals to younger buyers and people who never ate kiwifruit before. Research by the company shows that about 30 percent of RubyRed buyers fall into this group.
How Red80 fits into Zespri’s growth plan
The Kiwifruit Breeding Centre (KBC), a joint venture between Zespri and Plant & Food Research, bred Red80 using natural methods. KBC continues to test new varieties, with 20 in pre-commercial trials.
Zespri aims to bring new options to market faster to support rising demand and help growers benefit from stronger sales. The company recently passed its target of reaching NZ$4.5 billion (approx US$2.73 billion) in global sales by 2025.
Zespri will release 100 hectares of Red80 licence to growers in 2026. Existing Red19 growers will also get a chance to apply for a licence through a cutover pool. Te Brake said the company will keep working with growers as Red80 moves toward full commercial production in 2028.
“We’re looking forward to continuing to work with growers to provide our consumers with even more great tasting and high-quality red kiwifruit, with Red80 expected to reach commercial volumes in 2028, helping deliver strong value for all of our RubyRed Kiwifruit growers,” he said.
Zespri’s move comes as global shoppers continue to show interest in new fruit varieties with strong colour and flavour. The company believes Red80 will help keep momentum in the red category while supporting long-term market expansion.
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