ZESPRI has conducted extensive market research which concludes that repeat purchase of ZESPRI® Kiwifruit is more influenced by taste than by fruit price or size.
To this end, we have developed a taste management programme called ‘Taste ZESPRI®’ to ensure our ZESPRI® Kiwifruit consumers consistently receive great tasting and delicious kiwifruit. To achieve this the programme focuses on achieving minimum ‘dry matter’ content levels (a measure used to calculate the ratio of dry to fresh weight, the higher the dry matter the better the taste).
ZESPRI works extremely closely with orchard growers to provide orchard management tools and research that can help improve dry matter levels in kiwifruit.