Marketing reaps rewards for Zespri

Zespri's Asian marketing programmes have been singled out for recognition at the inaugural Asia Fruit Awards presented in Hong Kong.

Zespri's President of Global Sales and Marketing Dan Mathieson was presented with the Marketing Campaign of the Year award, which was part of the annual Asia Fruit Logistica & Asiafruit Congress event.

Asia Fruit Logistica is the leading trade exhibition for Asian fresh produce business and is attended by about 6000 top-level buyers and trade visitors from more than 60 countries.

The Asia region accounts for about 60 per cent of Zespri's revenue and is home to Zespri's fastest-growing markets of China and Southeast Asia, as well as Zespri's important and long-standing market, Japan.

The judges said Zespri was chosen for its success in building its brand profile and loyalty among customers and consumers throughout Asia.

"With core messages centering on the quality, taste and nutritional benefits of its kiwifruit, the company was recognised for adapting those messages to diverse markets and conveying them effectively to consumers via a range of media and in fun ways. Its use of social media and school education programmes to engage consumers in China was also singled out as an example of its innovative activities," the judges said.

Mr Mathieson said receiving the award was a great recognition of Zespri's innovative and high-profile marketing campaigns in Asia.

"The Zespri brand is one of the few truly global fruit brands. The value of our brand comes from a combination of our growers' commitment to quality and our ability to engage with our customers and consumers across Asia and tell them the story behind our fantastic products."