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Zespri ChinaThe Challenges and the Opportunities
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The uncomfortable reality…
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Global produce production by region
New Zealand produces 0.1% of total global produce (fruit and vegetable); global production growth being driven by China and the developing world
Source: UNFAO & Coriolis analysis
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Fruit – global production by category
Global fruit production is dominated by a handful of major fruit: bananas, citrus, apples/pears and grapes
Source: UNFAO & Coriolis analysis
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Kiwifruit production: 2013/14
Units : 000’s Tonnes
Pie area proportional to volume. Source : 2013 IKO & World Kiwifruit Review
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Kiwifruit Production Volumes: 2013/14*
Units : 000’s Tonnes
Pie area proportional to volume. Source : 2013 IKO & World Kiwifruit Review.
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Global kiwifruit sales by Zespri
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Growth of Zespri: 1999 -2019(f)
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10-year growth rate
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Europe Japan Global SEA China
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What’s driving Chinese consumer
trends?
An obsession
with food
safety &
health
Demand for
the “new” and
importance of
modern
channels
Increasing
demand for
premium
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Biggest concerns for Chinese
Consumers
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The evolution of retail
Source: Vision Management Consultants
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Marketing premium
NZ vs Chile returns USD/kg: 2009-2013
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SunGold gives you refreshing
vitality; brings you a colorful life!
2014 Communication Theme
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SunGold consumer activation campaign
Video link
SunGold Consumer activation campaign
• Time: 28th, June, 2014
• Venue: Shanghai central park
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Selling health around the world
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In store Display
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QUESTIONS?