Zespri Patriotism

In a fascinating 2-part feature the LATimes slices open the Kiwifruit and looks at the history of NZ’s No.1 horticultural product, from poor crop protection: “Even without a patent, the trademark “kiwifruit,” if copyrighted, could have become the same kind of powerful marketing tool for NZ fruit growers that the term Xerox is for the U.S. photocopier company”, to innovative development of the Zespri brand and efforts to stronghold the pioneering NZ industry: “They were instrumental in introducing kiwifruit to the world and instrumental in getting us started. They feel they have a unique position within the category and want to capitalize on it.”

Tags: Kiwi Fruit  Los Angeles Times  New Zealand  NZ horticultural industry  Xerox  Zespri