Arabfields, Giulia Alliata, Economic Correspondent, Italia — Zespri has expanded its presence in Europe by partnering with Italian fruit importer Spreafico to introduce fresh-cut SunGold kiwifruit packs, marking the company’s first move into the region’s ready-to-eat fruit category. The initiative is designed to meet growing consumer demand for convenient, healthy snacks that require no preparation while strengthening Zespri’s position beyond whole fresh fruit sales.
The collaboration will see pre-cut SunGold kiwifruit offered through selected retail channels in Italy, providing shoppers with a premium option aimed at busy families, office workers and consumers seeking nutritious food on the go. Retailers have increasingly expanded their fresh-cut fruit selections as demand for convenient produce continues to rise across Europe, making the timing of the launch significant for both companies.
Industry participants believe the partnership combines Zespri’s globally recognized SunGold variety with Spreafico’s expertise in distribution and fresh produce logistics. Employees involved in packaging, quality control and retail operations are expected to play a key role in ensuring the fruit maintains its taste and freshness throughout the supply chain, an important factor in the premium ready-to-eat segment.
The launch comes during a strong period for Zespri. The company expects to market around 220 million trays of kiwifruit during the 2026, 2027 season, while early sales have been supported by steady harvest progress and resilient international demand despite ongoing geopolitical and logistics challenges. Brand recognition has also strengthened, with consumer preference continuing to improve in several major markets.
Market analysts expect the fresh-cut SunGold range to help attract new consumers who may not regularly purchase whole kiwifruit. If the Italian rollout delivers positive results, similar products could gradually expand into additional European countries where demand for convenient fresh produce continues to increase. The strategy also aligns with broader industry trends favoring premium fruit, healthier snacking habits and value-added produce, suggesting that ready-to-eat kiwifruit could become a larger contributor to Zespri’s European business over the coming years.
