Zespri Returns to CIIE as Greater China Sales Forecast to Top NZD 1.4 Billion

Summary

Zespri made its ninth appearance at the China International Import Expo (CIIE) on 5 November 2026, showcasing its kiwifruit at the National Exhibition and Convention Center in Shanghai under the theme 'Cultivating Goodness, Growing Together'. Zespri International board chair Nathan Flowerday, Ministry for Primary Industries deputy director-general Ray Smith, New Zealand Consul-General in Shanghai Ardi Barnard, China Chamber of Commerce of Foodstuffs and Native Produce chair Cao Derong, Zespri Greater China and South Asia Pacific president Jiang Shijie, Zespri chief strategy officer Nick Hammond and chief marketing officer Kok Hwee Ng attended the stand event. Zespri said global sales for the 2026/27 season are forecast at 260 million standard retail trays, generating revenue of NZD 6.3 billion (about RMB 25.2 billion).

Greater China sales are expected to reach NZD 1.4 billion (about RMB 5.6 billion), with annual volume exceeding 1.5 billion kiwifruit and reaching 34.37 million Chinese households. The distribution network has expanded from 35 cities in 2019 to 82 cities in 2026. The RubyRed kiwifruit is expected to supply 5.3 million standard retail trays globally in the 2026 season, including about 1.8 million trays in Greater China, with 26,000 trays shipped by air.

Flowerday said China is a key pillar of Zespri's business and a market the company has always valued highly, and that Zespri will maintain confidence in the China market. In 2026 Zespri announced a long-term strategy to 2035, with the vision of becoming the world's healthiest fruit brand, aiming to double or even triple global sales from the 2025 baseline, focusing on three priorities: brand demand, global supply chain transformation and a future-focused product portfolio. The company also upgraded its global brand platform this year.

Commentary

Zespri's ninth appearance at the CIIE comes as Greater China sales are forecast at NZD 1.4 billion, more than 22 percent of total global revenue of NZD 6.3 billion, making China the core engine of Zespri's global growth. The expansion of the distribution network from 35 cities in 2019 to 82 cities in 2026, and the supply of 1.8 million standard retail trays of RubyRed kiwifruit, reflect strong Chinese consumer demand for premium fruit. For New Zealand small and medium-sized enterprises, Zespri's success is no accident: it has consistently strengthened brand awareness through the CIIE platform and effectively lowered market entry barriers with the official endorsement of the Ministry for Primary Industries.

However, China's domestic kiwifruit industry has upgraded rapidly in recent years, with variety improvement and brand-building in provinces such as Shaanxi and Sichuan gradually narrowing the quality gap, and Zespri will need to keep investing in supply chain stability and product differentiation. The reference to 'global supply chain transformation' in Zespri's 2035 strategy is also worth watching: if the company increases local growing or sorting operations in China, it could create opportunities for New Zealand packaging and cold chain technology suppliers, but may also divert some New Zealand export share. The airfreight model for RubyRed kiwifruit (26,000 standard retail trays) highlights the extreme time sensitivity of premium fruit, and New Zealand logistics companies could explore long-term contracts with Zespri to secure capacity on high-value routes.

Keywords: Zespri kiwifruit, China International Import Expo, Greater China sales, RubyRed kiwifruit, 2035 long-term strategy, Nathan Flowerday, distribution network, Ministry for Primary Industries

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Source: Tridge