The U.S. is Zespri's #1 organics market globally, and to support this position, the company launched a new campaign Grown by Nature's Rules, which showcases grower stories and their commitment to growing high-quality, great-tasting organic fruit. The Zespri team will be at this week's Organic Produce Summit in Monterey, California, and there it will discuss things like the distinctive growing process of its premium Organic SunGold and Green kiwifruit and more.
"Retail sales for Organic Zespri have had a strong start to the season in the U.S., with both SunGold™ and Green kiwifruit selling well across the market," said Bianca Fiedler, the company's trade marketing director, North America.
The company accounts for 58 percent of total organic kiwi sales, up from 42 percent last year. The 1lb and 2lb Organic SunGold packs are the top two selling organic kiwi items this season, followed by Zespri Green as the #4 best-selling organic Green Kiwi SKU.* 
"Our communication platform helps explain what sets us apart in our organic way of doing things," said Fiedler. "Our organic growers are led by nature and to bring this concept to life, we have created a short video featuring Helen Scott, a New Zealand organic kiwifruit grower. Helen shows us how she works with nature to grow great-tasting and nutritious kiwifruit."
The organic ads featuring Helen and the Grown by Nature's Rules tagline will be displayed during the tradeshow. The organic ad conveys the company's strong partnership with nature, its bold mindset advocating for what it believes in, and its long-term lens with a focus on sustainability and the health of the planet. To further drive purchase and sales growth for Organic SunGold and Organic Green kiwifruit, in-store POS material, a dedicated microsite, and social media activations are in development.
For industry information, graphic assets, and customized organic programs, the company's team will be available to meet with retailers at the show to discuss how to grow organic sales. OPS 2025 attendees are invited to stop by the company's booth, #813 where they can sample Organic SunGold kiwifruit and grab a fun booth giveaway – Zespri-branded socks with kiwifruit graphics. The company will also sponsor the Educational Session, "The Pros and Cons of Private Label & Branded Organic Produce" on Thursday, July 10th from 8:00 a.m. – 10:00 a.m. at the Marriott, San Carlos Ballroom.
*Source: Circana Total U.S. Mulo+ (2025 NZ Season (WE 6/15/25)
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