Zespri International Ltd

Zespri shareholders: 2.700 current and past New Zealand

kiwifruit growers

The market leader in kiwifruit, managing 30% of globally

traded volume

Zespri International Ltd. is based in New Zealand

Marketing teams are located in Tauranga, Antwerp, Tokyo,

Seoul, Taipei, Shanghai, Singapore and Seattle

The Zespri History

1988 Single desk exporter status established

New Zealand Kiwifruit Marketing Board (NZKMB)

1989 Establishment of first offshore marketing organization in Antwerp, Belgium

1997 Launch of Zespri® brand: Zespri International Ltd. acts as marketing

company

Belgian branch of NZKMB becomes Zespri International (Europe) NV,

Zespri Service Centre is incorporated

2000 Zespri Group Limited established as holding company for Zespri International

Ltd. and with the kiwifruit growers as exclusive growers

2001 Zespri in-market companies (5) incorporated in Europe

Zespri today

Zespri brought over $1 billion in export earnings to New Zealand in 2012/13

In 2012/13, over 100 million trays of kiwifruit were exported to more than 50

countries

Around 10,000 permanent workers and 8,500 seasonal workers employed in New

Zealand industry

Zespri invests around $90 million in offshore marketing

Zespri will invest around $10 million in R&D innovation within the kiwifruit, such as

new varieties, consumer insight, health & nutrition, sustainability, supply chain

efficiencies, productivity improvement and pest & disease management

Antwerp Zeebrugge

Aubagne, France

Hamminkeln, Germany

Milan, Italy

Madrid, Spain

Hertfordshire, UK

Zespri Offices in Europe

The European head office is based in Antwerp, Belgium

Zespri also has an operation team based in Zeebrugge, the

most important port in Europe for Zespri

Zespri has local offices in 5 European markets

Zespri has local representatives, who know the local language

and cultural habits, in Germany, UK, the Benelux, France, Italy

and Spain

Zespri Product Range

Zespri has 2 products in its range:

Zespri® Green

Zespri® SunGold

Both varieties also exist in an organic quality

Zespri® Green

Name Zespri® Green (Hayward variety)

Skin bronze and hairy

Flesh bright emerald green with edible seeds

Flavour sweet & fresh with tangy, lime-like qualities

Health - rich in fibre and contains actinidin, a

protein - dissolving enzyme. Both

attributes contribute to your digestive

health.

- nutrient rich

- rich in vitamin C, contains antioxidants,

natural source of folate, potassium, low

glycemic index

Zespri® SunGold

Name Zespri® SunGold (G3)

Skin golden to light brown colour, no hair

Flesh pale golden colour

Flavour deliciously juicy, with a refreshing Gold

flavour balanced with just a hint of sour

Health - rich in vitamin C and the king among

kiwifruit

- Nutrient rich fruit: packed with vitamins,

antioxidants, minerals & other health

boosters

New Cultivars

Zespri develops new cultivars with strong consumer appeal to:

Enhance the season:

• Be in the market for a longer period of time by extending the

season and evolving to year-round supply

• Further optimize the quality and production performance of the

kiwifruit

Introduce novelties to the market which represent Zespri’s quality

standards and are an example of the company’s innovative nature

• With a continued focus on taste, convenience and health

Current status

3 new varieties were commercialised in 2010

• 2 Gold varieties and 1 Green variety

3 new varieties are currently being trialled on orchards and tested

with consumers

• 1 Green variety and 2 Red varieties

Zespri Production Worldwide

California

Chile

France

Italy Japan

Korea

China

Australia

New Zealand

Year Round Supply - Europe

New Zealand

Southern Hemisphere production area

Kiwifruit available in Europe from May till

November

France & Italy

Northern Hemisphere production area

Kiwifruit available from November till April Thanks to worldwide production,

European consumers can enjoy

Zespri® Kiwifruit all year long!

Zespri Values

Sustainability Quality Health Stable & reliable Consumer Insight

Sustainability

Sustainability

New Zealand: a country with an extremely strict environmental

legislation

Zespri Quality system: a raft of measures for the cultivation,

storage and transport of kiwis involving minimal environment

impact

Together with leading research institutions and partners, we seek

ways of reducing our environmental impact at all levels.

Zespri initiatives:

Reduction of the emissions produced during storage

Packaging used by Zespri is 100% recyclable and printed

using water-based ink

Huge efforts to reduce the environmental impact of kiwi

transport

• Modern refigerated ships

• Speed reduction of 10% to limit CO2 emissions and

fuel consumption

• Chartering of entire ships

Quality

Quality

Zespri Quality System: 1 quality manual for all Zespri growers

On orchard:

• Orchard management support: transfer of Zespri

knowledge & research to the benefit of all growers

• Integrated pest management

• Minimal agrichemical use

Packhouses & coolstores are ZIL accredited, operating

within documented quality systems

Quality assurance in 6 ways:

Graders in pack-house inspect fruit

Packhouse quality controllers regularly check all fruit being

processed

Zespri’s quality assurance inspectors regularly visit pack-

houses and check on quality standards

MAF completes an audit on ZIL

Pallet & data checked at the wharf

In-market Intercheck completes final check of fruit

Stable & Reliable Partner

Stable & reliable Long term partnership with all customers

Customer oriented approach: personal contact, daily follow up

and tailored assistance

Local offices in our key markets: know how of local markets and

a direct contact person who speaks local language

Proactive approach towards customers: anticipate on requests

such as food safety, traceability, sustainability …

Zespri offers added value in the supply chain: tailor made

prepacks made in Greenworld (port of Zeebrugge)

Distribution is cornerstone

Consumer Insight: brand

71% 69%

57% 68%

18%

46%

0%

20%

40%

60%

80%

Belgium Netherlands Germany Spain Italy France

Zespri Kiwi 1 Kiwi 2 Kiwi 3 no preference

Yearly Research in 6 of our European markets

Consumers get to see 4 different kiwis and are asked to

indicate their preference

Brand awareness, Brand preference, consumption

frequency,

Consumer Insight:

segmentation and target

“My daily piece

of healthy fruit” “My natural remedy to

keep my intestinal

comfort”

“My first choice to solve

my patients digestive

and intestinal problems”

Consumer Pro active

health seeker

Health

Professional Trade

“Zespri Kiwifruit for its

high quality, provide

health benefits to my

customers”

Marketing Objectives

Further increase the frequency of use of Zespri®

Green and make it an everyday fruit

Continue to build up Gold consumer base and

product awareness and trial

Focus on the effectiveness of all marketing

investments

All marketing investments to be focused on

increasing the brand awareness, increasing sales

and supporting the Zespri® price premium

Health

Health Kiwifruit is a first-rate health booster: vitamin C-bombs, brimming

with antioxidants and good for digestion

Zespri sends out press releases on health related topics,

supported by professional and offical studies

Health professional program in Europe to communicate

professionally towards consumers

School program: introduce healthy kiwifruit to children and their

parents to build up a healthy life style

Mass Media Health School Program PR

Roadshow Material & Display

Marketing Support

Promotions

Website A number of building blocks are available to build a

marketing plan

In each of the European regions, a tailor made marketing

program is created based on the status and the culture of

the market

Marketing Benelux:

360° communication

Promotions

Media

Roadshows

Health

Promotion Benelux – approach

Wholesalers Retailers Fruitshops Consumers

Media Belgium

May June July

20 21 22 23 24 25 26 27 28 29 30

Belgium

Television – 5” & 7”

Magazines

5”

7” www.facebook.com/Zespri.Belgium

Zespri® Roadshows

Tasting Sharing

Information

Selling Zespri®

Kiwifruit

Creating Brand

Awareness

Roadshows are a very popular and efficient marketing tool in our European market

Increase consumer base: introduce our Zespri® products

Increase depth of purchase thanks to price and / or premium promotions

Strengthen our relationship with customers: loyalty during the entire season

School Program

Education Package

School Fruit

Kiwi Party Collect Soccer

Bals

Health

14 days challenge

Nutrition congres

Mediaplanet Life eat

Dieteo

Global Marketing Campaigns