Zespri International Limited is the world’s largest marketer of kiwifruit. Zespri was formed as a co-operative of kiwifruit growers in New Zealand in 1997. Its international headquarters are in Mount Maunganui, New Zealand.
Zespri is organised in a rather distinctive way. The Zespri group (Zespri Group Limited) is owned by some 2,500 New Zealand kiwifruit farmers who take care of the cultivation of Zespri Kiwifruit wholly in line with its quality system.
The sale and distribution of Zespri’s fruit, including the marketing, is coordinated by Zespri International Limited from the head office in Mount Maunganui (New Zealand).
To handle the sales and marketing within the MEIOA region (Middle East, India & Africa), offices have been set up within all of Zespri major cities.
These include Dubai, Mumbai, Delhi and Johannesburg. Within MEIOA, Zespri has an extensive network of local sales and marketing specialists.
They are responsible for the regional approach in which close contacts with trading partners and consumers enable them to anticipate what people want and need at a local level. In this way, Zespri’s operations could be described as being simultaneously global and local.