Zespri, the New Zealand kiwifruit brand, is putting its 'Cultivating Goodness' brand proposition into practice by teaming up with Chinese partners around the theme of nutrition and health. Through brand promotion, channel collaboration, and consumer education, it aims to bring more kiwifruit rich in vitamin C and dietary fibre to Chinese households. The initiative seeks to boost consumer awareness of kiwifruit's nutritional value, promote a healthy food culture, and strengthen Zespri's brand influence in China.

Although no specific quantitative data has been disclosed, the move reflects Zespri's commitment to sustainability and social responsibility.

Zespri's brand activities in China offer twofold insights for New Zealand's domestic kiwifruit industry. On one hand, its 'Cultivating Goodness' philosophy—emphasising environmentally friendly cultivation and community responsibility—can enhance the overall brand premium of New Zealand food. Small and medium-sized enterprises (SMEs) could learn from its storytelling marketing approach, linking their products to concepts like sustainability and health to build consumer trust.

On the other hand, Zespri's deep collaboration with Chinese distributors and nutrition organisations directly captures a high-end fruit market share, putting competitive pressure on other New Zealand kiwifruit exporters. It is recommended that SMEs look for collaboration opportunities, such as joining Zespri's supplier network or developing complementary products (e.g., organic kiwifruit, ready-to-eat kiwifruit snacks), rather than competing head-on. Additionally, this campaign may boost Chinese consumers' overall interest in New Zealand fruit, indirectly benefiting the industry.

Keywords: Zespri, kiwifruit, Cultivating Goodness, brand proposition, China market, nutrition and health, collaboration, New Zealand fruit

新西兰奇异果品牌佳沛践行'向善而育'品牌主张，携手中国合作伙伴，围绕营养健康主题，通过品牌推广、渠道合作和消费者教育，致力于为中国国民餐桌提供更多富含维生素C和膳食纤维的奇异果。该行动旨在提升消费者对奇异果营养价值认知，推动健康饮食文化，同时强化佳沛在中国市场的品牌影响力。尽管未披露具体量化数据，但此举体现了佳沛对可持续发展和社会责任的承诺。

佳沛在中国市场的品牌活动对新西兰本土奇异果行业具有双重启示。一方面，其'向善而育'理念强调种植环保和社区责任，可提升新西兰食品的整体品牌溢价，中小企业可借鉴其故事化营销手法，将自身产品与可持续、健康等概念绑定，增强消费者信任。另一方面，佳沛通过与中国渠道商、营养机构的深度合作，直接抢占高端水果市场份额，新西兰其他奇异果出口商面临差异化竞争压力。

建议中小企业关注合作窗口，例如加入佳沛的供应商体系或开发互补产品（如有机奇异果、即食奇果零食），而非正面竞争。此外，该活动可能带动中国消费者对新西兰水果的整体兴趣，间接利好行业。

关键词: 佳沛, 奇异果, 向善而育, 品牌主张, 中国市场, 营养健康, 合作, 新西兰水果

Photo by Cuyahoga on Pixabay

Source: ZAKER