Creating value through brands: the ZESPRI^TM kiwi fruit case

Agricultural products are generally characterised by their commodity status. After years of poor returns, the New Zealand kiwi fruit industry developed the ZESPRI^TM branding program in an attempt to position New Zealand kiwi fruit as an upmarket fruit category that appealed to today’s consumers. The brand has recently been released in New Zealand. This research assesses the effectiveness of ZESPRI’s strategy and explores the implications for branded fruit produce in general. The level of brand awareness of ZESPRI was found to be low among consumers, however brand awareness could be increased through a relationship marketing program involving targeted marketing and supply‐chain management.