Grower-owned Zespri is the sole exporter of New Zealand grown kiwifruit outside Australia and New Zealand. Facing growing international competition, Zespri invested in branding consumers and innovation that led to new types of kiwi fruit that tastes better and is protected by patents. Consumer response has been positive and has started to grow Zespri kiwifruit outside New Zealand to have the product on retail shelves throughout the year. This is the right strategy for the future?
To enhance their effectiveness, color cases should be printed in color. "Hide
by Jose Alvarez, V., Mary Shelman Source: HBS Premier Case Collection 34 pages. Publication Date: December 23, 2010. Prod. #: 511001-PDF-ENG
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