Case | HBS Case Collection | December 2010 (Revised January 2012)

Zespri

by Jose B. Alvarez and Mary Louise Shelman

Abstract

Grower-owned Zespri is the sole exporter of New Zealand-grown kiwifruit outside of Australia and New Zealand. Facing growing international competition, Zespri invested in consumer branding and innovation, which has led to new types of kiwifruit that taste better and are protected with patents. Consumer response has been positive and Zespri has begun to grow kiwifruit outside of New Zealand in order to have the product on retail shelves year round. Is this the right strategy for the future?

Keywords: Plant-Based Agribusiness; Globalized Firms and Management; Innovation and Invention; Patents; Brands and Branding; Cooperative Ownership; Competition; Corporate Strategy; Agriculture and Agribusiness Industry; New Zealand;

Citation:

Alvarez, Jose B., and Mary Louise Shelman. "Zespri." Harvard Business School Case 511-001, December 2010. (Revised January 2012.)