Zespri sets 2035 plan to grow global sales and lead healthy fruit market
The kiwifruit marketer says it will focus on brand growth, steady supply, and new products over the next decade.
GLOBAL – Zespri has launched a 2035 strategy that sets out how it plans to grow sales, support growers, and strengthen its global position in a fast changing market.
The company introduced the plan at its two day Momentum 2026 Conference in Mount Maunganui. More than 600 growers, shareholders, post-harvest operators, industry leaders, supply chain partners, and customers attended the event, which marked the first Momentum Conference since 2020.
Zespri Chief Executive Jason Te Brake said the industry stands on solid ground after strong sales in recent years and now needs a clear path for the future.
“Our 2035 strategy responds to a rapidly changing global environment and the need to stay ahead of shifting consumer expectations, increasing competition, climate pressures, geopolitical uncertainty, and accelerating technological change,” Te Brake said.
He noted that Zespri has already passed its previous global sales revenue target of 4.5 billion New Zealand dollars, about US$2.70 billion. He said the new plan looks beyond financial goals.
“As we look out to 2035, we have set ourselves an exciting ambition to become the world’s healthiest fruit brand,” he said. “We want to lead the global fruit category by championing health and nutrition, delivering leading products through a resilient supply chain, and providing strong value to growers.”
Three focus areas
Zespri has built the strategy around three drivers. The first focuses on growing demand by building a strong global brand, increasing product visibility, and improving packaging and product experience.
The second driver targets a steady year round supply chain. Zespri plans to expand supply, strengthen its value chain, and improve service to customers.
The third driver centres on future products. The company will strengthen its core kiwifruit range while moving into new product spaces and bringing them to market in a structured way.
Te Brake said Zespri will track progress with clear performance measures over the next decade.
“Consumers want healthier food choices. Markets are more complex, and technology is changing how people shop. This strategy prepares us for that reality while keeping our focus on high quality, great tasting kiwifruit,” he said.
In a recent update, Zespri also confirmed strong global demand for its fruit and continued investment in offshore production to support year round supply. The company said it will keep working with partners in New Zealand and other growing regions to secure stable volumes and maintain returns for growers as it works toward its 2035 goals.
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