Zespri expands RubyRed kiwifruit production to Italy amid strong global demand
The company will plant 170 hectares in Italy to ensure a steady supply of the red-fleshed variety in Europe.
ITALY – Zespri has announced plans to expand the commercial production of its RubyRed kiwifruit to Italy, following strong consumer interest in the variety.
The company confirmed that 170 hectares will be added in Italy to support its strategy of maintaining a year-round supply of kiwifruit in key markets.
During the release of its first guidance for the 2025-26 season, Zespri CEO Jason Te Brake emphasized the importance of this expansion.
“Our industry has packed more fruit at this time of the season than ever before, and our first charter vessels have departed successfully, which is important as we look to get off to a fast start and return strong value back to our growers,” he said.
The expansion aligns with Zespri’s existing approval to plant up to 1,000 hectares of new varieties overseas, a decision backed by growers through a producer vote in 2019. This marks the first time the company has utilized this allocation.
Te Brake noted that early season conditions have been beneficial for the harvest, with total production expected to exceed 205 million trays, or 738,000 tonnes. He highlighted that initial market feedback has been promising.
“The feedback we’ve received from customers across Europe, China, and North America over recent weeks is that there’s strong demand for Zespri Kiwifruit, and our teams are looking forward to selling this season’s fruit as more arrives in the market in the coming weeks,” he added.
He also acknowledged potential risks such as fluctuating foreign exchange rates, the possibility of fruit quality concerns, and the impact of ongoing geopolitical uncertainty on trade.
However, he remained optimistic about Zespri’s ability to navigate these challenges while maintaining steady market growth.
The RubyRed variety, known for its berry-like taste, has seen significant success in global markets, including the United States. Nearly all of the 3 million trays grown in New Zealand this season have been packed and distributed.
This expansion into Italy is expected to reinforce Zespri’s presence in Europe, where the demand for alternative kiwifruit varieties is increasing.
Global kiwifruit market trends
Meanwhile, South Africa’s kiwifruit sector is also evolving to meet international demand. While local consumers prefer green kiwifruit, yellow-fleshed varieties are becoming more popular in global markets due to their sweeter taste and adaptability to warmer climates.
South African producers are carefully selecting kiwifruit varieties based on climate and trade conditions, a process comparable to the approach used in the wine industry.
The global kiwifruit market, valued at approximately US$7.8 billion in 2024, is projected to reach US$9.98 billion by 2030, with an annual growth rate of 4.67%.
The Asia-Pacific region remains the largest consumer market, with China and Japan driving demand. Additionally, Europe and North America are seeing increased interest in vitamin-rich fruits, creating further export opportunities.
The demand for yellow- and red-fleshed kiwifruit is growing faster than traditional green varieties, fueled by consumer preferences for sweeter flavors and the ability to thrive in warmer climates.
Additionally, the rise in organic kiwifruit production reflects the growing demand for natural and chemical-free produce among health-conscious buyers.
With the expansion of RubyRed production in Italy, Zespri aims to solidify its role in the global kiwifruit market by ensuring year-round supply and meeting increasing consumer demand.
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