2035 Strategy

As we look ahead to the next decade, our 2035 strategy sets a bold ambition: to make Zespri the world’s healthiest fruit brand. 

World's healthiest fruit brand

Shaping our future 

We’ve been pleased to begin sharing our early thinking around the 2035 strategy with growers at this year's annual meeting and through recent roadshows. While it’s still in development, we’re building it around a bold ambition – to make Zespri the world’s healthiest fruit brand – and it reflects the exciting progress we’re starting to make together.

Having exceeded our longstanding goal of $4.5 billion in revenue by 2025, we’re now defining what success looks like for the next decade. The strategy is grounded in strong performance and shaped by the challenges and opportunities ahead – from rising health trends and rapid technological change to environmental pressures and global complexity.

This early-stage strategy builds on our foundations and is designed to ensure we remain future-fit in a more competitive and complex global environment.

Watch the video to hear CEO Jason Te Brake talk about Zespri's 2035 strategy at the 2025 Zespri Annual Meeting.

Key things we're working on

Transforming our global supply

To meet growing demand and deliver consistent quality year-round, we’re:

  • Building a more efficient and resilient supply chain.
  • Investing in systems and partnerships that support scale and agility.
  • Enhancing our ability to respond to market needs quickly and effectively.
  • Bringing 12-month supply to life by scaling ZGS and introducing new, higher productivity growing systems.

Unleashing brand-led demand

We’re focused on maintaining a globally iconic fruit brand centered on natural nutrition. This means:

  • Strengthening our brand’s health credentials.
  • Deepening consumer trust and preference.
  • Expanding our reach through compelling in-market campaigns.
  • Personalising communications and brand experience at scale.

Creating the portfolio of the future

Innovation is key to our future. We’re:

  • Developing new cultivars that lead the category.
  • Enhancing our core products to meet evolving consumer needs.
  • Exploring new demand spaces and commercialising with excellence.
  • Accelerating product development and commercialisation through new formats and partnerships. 

Why this matters

We’ve been guided by global macro-trends, like the rising demand for health and wellbeing, rapid technological advancements, and the need for environmental sustainability. These trends present opportunities for us to lead, and our strategy is designed to capitalise on them. 

What's next

The 2035 strategy will formally launch at Momentum from 25-26 February 2026. It’s where the future of our industry comes alive – a chance to connect, share ideas and see how the strategy translates into action across innovation, supply chain, grower returns and community impact.

We’ll be sharing more in the lead up, including insights from our executive team and stories from across the business that bring the strategy to life. 

Zespri stand

“To ensure enduring value for growers, we need to be first for consumers, first for growers, and first for people. That means providing the healthiest products, having the healthiest brand, and developing the healthiest supply chain and partnerships, and having the healthiest people and culture.”

CEO Jason Te Brake

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