Zespri- the Kiwi Fruit Industry
MEMORANDUM
To: Director of University of Auckland Business School Case Centre
From: Rebecca Machado
Date: 27th April 2011
Re: A critical review of the industry in which New Zealand Company Zespri International operates, and the company’s strategy and business model.
INTRODUCTION:
1409 was the start of New Zealand long and prosperous relationship with Kiwifruit growing. Ironically, the kiwifruit seeds themselves were brought back by Whanganui teacher Mabel Fisher after a trip in China. Horticulturist, Alexandra Allison nurtured and sprouted the seeds that have now turned into an iconic Kiwi industry. Hayward Wright is the man responsible for the start of the Zespri brand. Exploiting the rich, volcanic soils from the bay of plenty, Hayward cultivated the kiwifruit industry that is not only synonymous to kiwis but is exported all over the world. In the years following, Kiwi ingenuity and entrepreneurship led to the brand evolving into Zespri international limited, a global organization. During this time the Zespri kiwifruit brand was endorsed with a firm commitment from various kiwifruit growers to grow and sell the best kiwifruit in the world. This commitment has not only become the ‘vision’ of Zespri but coupled with the aim of creating a worldwide, yearlong supply of Kiwifruit, Zespri also achieve their focus of customer satisfaction, here in little New Zealand and in overseas markets.
INDUSTRY:
The health benefits of Kiwifruit include a combination of nutrients which are more concentrated than most fruits. In a commercial sense, growing kiwifruit was traditionally small and localised with products being locally produced and sold at growers markets. With the creation of Zespri International, the profile of kiwifruit here and abroad has increased as more people are aware of the fruit’s health benefits. According to (welkerseconomics) Kiwifruit has been one of New Zealand’s niche exports for over the past forty years, currently producing
To: Director of University of Auckland Business School Case Centre
From: Rebecca Machado
Date: 27th April 2011
Re: A critical review of the industry in which New Zealand Company Zespri International operates, and the company’s strategy and business model.
INTRODUCTION:
1409 was the start of New Zealand long and prosperous relationship with Kiwifruit growing. Ironically, the kiwifruit seeds themselves were brought back by Whanganui teacher Mabel Fisher after a trip in China. Horticulturist, Alexandra Allison nurtured and sprouted the seeds that have now turned into an iconic Kiwi industry. Hayward Wright is the man responsible for the start of the Zespri brand. Exploiting the rich, volcanic soils from the bay of plenty, Hayward cultivated the kiwifruit industry that is not only synonymous to kiwis but is exported all over the world. In the years following, Kiwi ingenuity and entrepreneurship led to the brand evolving into Zespri international limited, a global organization. During this time the Zespri kiwifruit brand was endorsed with a firm commitment from various kiwifruit growers to grow and sell the best kiwifruit in the world. This commitment has not only become the ‘vision’ of Zespri but coupled with the aim of creating a worldwide, yearlong supply of Kiwifruit, Zespri also achieve their focus of customer satisfaction, here in little New Zealand and in overseas markets.
INDUSTRY:
The health benefits of Kiwifruit include a combination of nutrients which are more concentrated than most fruits. In a commercial sense, growing kiwifruit was traditionally small and localised with products being locally produced and sold at growers markets. With the creation of Zespri International, the profile of kiwifruit here and abroad has increased as more people are aware of the fruit’s health benefits. According to (welkerseconomics) Kiwifruit has been one of New Zealand’s niche exports for over the past forty years, currently producing