2035 Strategy

During our Momentum Conference in February 2026, we formally launched our 2035 Strategy, setting a clear direction for the next decade and shaping how we continue to deliver on our purpose in a rapidly changing world. As global challenges become more complex and interconnected, our strategy outlines how we intend on creating long-term value for our growers and shareholders, strengthening trust with our consumers, and supporting a resilient future for our growers, people and partners. 

At the heart of our strategy is a bold ambition: by 2035, we aim to be the world’s healthiest fruit brand - first for our consumers, first for our growers and first for our people.

This builds on our purpose of helping people, communities and the environment around the world thrive through the goodness of kiwifruit, while maintaining a clear focus on delivering sustainable long term returns to growers. 

Through our new brand platform – Grown for Good, we're focusing on brand-led demand. This involves continuing to build a globally iconic brand that consumers love and trust, championing natural nutrition and purpose, and ensuring strong visibility and availability across both existing and emerging channels. Long term partnerships with distributors and retailers remain central to this approach.

In an increasingly disrupted world, reliable and resilient supply is a key competitive advantage. The strategy focuses on unlocking future supply, improving growing systems, diversifying production locations, and building a more efficient and responsive global supply chain that consistently delivers high quality fruit while reducing environmental impact.

This includes accelerating innovation through the Kiwifruit Breeding Centre, enhancing core products, expanding into new demand spaces, and executing commercialisation with greater discipline and excellence. The focus is on products that deliver clear consumer advantage, improved climate resilience, and stronger grower returns.