NEW ZEALAND – Zespri, a global leader in kiwifruit marketing, has been recognized for its innovative pillbox packaging, which was introduced earlier this year.

This concept, developed in collaboration with PackFora and supported by agencies Mindshare and Speakeasy, aims to encourage healthy eating habits among consumers.

The packaging, trialled at four FairPrice Finest outlets in Singapore, holds seven SunGold kiwifruits in individual compartments labeled with the days of the week.

This convenient design serves as a reminder to eat a kiwifruit daily, helping customers easily incorporate healthy habits into their routine.

“We wanted to create something that makes healthy living simple,” a Zespri representative said at the awards ceremony. “This concept is more than just packaging; it’s about making a positive impact on consumer lifestyles.”

The pillbox packaging received a silver award in the New Product, Service, or Business category, alongside two bronze awards in the Customer Experience and Food & Beverage – Grocery & Retail Distribution categories.

Zespri’s ongoing supply chain transformation in China

While receiving praise for its packaging, Zespri is also making strides in its supply chain operations across Greater China.

Since 2018, Zespri has been working on a project aimed at strengthening its supply chain infrastructure in China, which culminated in the establishment of a state-of-the-art Fresh Hub facility in Shanghai.

This project is a result of the company’s partnership with logistics provider VX Cold Chain, marking a significant step toward enhancing its distribution capabilities.

Rahul Bagde, who leads Zespri’s supply chain efforts in the region, highlighted the importance of this development. “We saw the need to create our own infrastructure in China to modernize and digitalize our operations,” he explained.

“Our goal was to have full control over the quality of our kiwifruit from the farm to the consumer.”

Building a future-proof supply chain

Since joining Zespri, Bagde has worked to set up a robust supply chain with four key objectives. One of the most critical goals was achieving “end-to-end quality management.”

By integrating Zespri’s systems with those of distributors and customers, the company ensures consistent product quality throughout the entire distribution process.

Another important focus for Zespri was creating ripening facilities in the Chinese market, inspired by their successful operations in Japan.

“The idea is to deliver a product that’s ready to eat,” Bagde explained. This ensures that customers can enjoy perfectly ripened fruit, increasing both sales and customer satisfaction.

Additionally, Zespri’s supply chain strategy includes supplying consumer packaging that is tailored to Chinese cultural festivals. “Packaging is key in China, particularly during festive seasons,” Bagde noted. Custom packaging enhances the product’s appeal and aligns with consumers’ emotional connections to celebrations.

The company’s final objective focuses on the importance of high-quality infrastructure in the fresh produce industry. “It’s not just about storing the product,” said Bagde. “It’s about understanding how the right infrastructure can enhance the value of the fruit.”

With these initiatives in place, Zespri is well-positioned to continue growing its presence in China, ensuring that consumers receive top-quality kiwifruit with every purchase.

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