The agreement was signed during New Zealand Prime Minister Christopher Luxon’s (fifth from right) trade visit to China, which included Zespri Chair Nathan Flowerday (fourth from right). Credit: Zespri.

New Zealand-based kiwifruit marketer Zespri has signed MoUs with distributors and retailers in China in a bid to double its sales in the market over the next decade. 

In a statement, Zespri said the agreements were signed with its two largest distributors in China, Joy Wing Mau and Goodfarmer, as well as fruit retailers Pagoda and Xianfeng Fruit. 

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According to Zespri, the four companies account for approximately 80% of its business in China. 

Zespri CEO Jason Te Brake said annual sales from Greater China exceed NZ$1.4bn ($840m).  

“We expect China to remain a strong market for us,” Te Brake said, adding the agreements “will help increase both sales and the number of cities where Zespri Kiwifruit is available”.   

The MoUs set a joint goal to expand Zespri’s market reach from 60 to 120 cities by the 2033/34 season. 

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In the last season, Zespri exported more than 1.5 billion pieces of fruit to China.  

Te Brake, who took the role last May, said: “This season we are on track to grow our volume in China by more than 8%, and with sales set to double over the next ten years, we are pleased to be right behind New Zealand’s ambition to double the value of the country’s exports.”    

He added, Zespri, which is majority owned by its fruit growers, is “committed to continuing to invest and grow in the China” and “delivering strong value back to our growers”. 

In 2024, 91% of Zespri’s growers voted in favour of expanding the company’s operations beyond New Zealand. 

The agreements coincide with Zespri’s forecast for another record crop year.  

In the 2024/25 season, the company sold a record 220.9 million trays, up from 164.2 million trays in 2023/24.  

For the 2025/26 season, Zespri forecasts a total crop exceeding 205 million trays, equivalent to 738,000t. 

Earlier this week, the group forecast another record crop year but selectively narrowed the price guidance for the 2025/26 season.

This season, Zespri has already shipped over 110 million trays of kiwifruit, constituting more than half of the total crop.  

The company’s corporate net profit after tax, including licence revenue, is projected to be between NZ$248m and NZ$258m, up from NZ$155.2m last year. 

In 2024, Zespri’s global operating revenue was NZ$5.14bn.

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