Three and a half years after establishing a presence in Greece through its Italian subsidiary, New Zealand-based Zespri is taking the next step by founding an independent Greek company in Thessaloniki. The incorporation just a few hours ago of Zespri Fresh Produce Greece, a single-member limited liability company (IKE), confirms the strategic importance the country holds for the growth plans of the global market leader in kiwifruit in the Northern Hemisphere.
Until now, the group’s presence in Greece has been through Zespri Fresh Produce Italy S.r.l., which has maintained a branch in Thessaloniki since December 2022. For the fiscal year ending March 31, 2025, the branch reported sales of 10.03 million euros, compared to 8.96 million euros, while net profits amounted to 505 thousand euros, an increase of 16%.
The establishment of a separate Greek company for a group that controls nearly one-third of the global kiwifruit market “translates” into greater penetration of the domestic market. After all, it is no secret that the company’s strategy focuses on strengthening its production base outside New Zealand. In fact, Greece’s importance is also reflected in the group’s annual report for the 2024/25 fiscal year, where the country is listed among the key regions of the Zespri Global Supply (ZGS) program.
Through this program, the company secures production outside New Zealand to ensure product availability in markets throughout the year. Elsewhere in the financial statements, it is noted that Greece has been included for the first time as a commercial production region for Zespri SunGold kiwifruit, following successful trial results and strong interest shown by growers.
It is also noted that fruit produced in Italy, France, and Greece was distributed through distribution centers in Zeebrugge, Tarragona, and Verona. The Direct Delivery model changes this approach, as the fruit is shipped directly from the orchard to key customers, reducing handling and transit time.
The “medical seal” that’s changing the game
Zespri is also behind a strategic victory in the EU’s “capital.” Last year, the European Commission approved the new health claim for green kiwifruit, officially recognizing that consuming it contributes to normal bowel function by increasing the frequency of bowel movements. The approval is the result of many years of effort by Zespri, which for about 15 years funded research, gathered scientific data, and submitted the relevant dossier to the European authorities.
Today, Zespri operates as a cooperative of approximately 2,800 growers in New Zealand and controls nearly 30% of the global kiwifruit market. Through licensed plantations in countries such as Italy, France, and Greece, it has created a production model that allows it to supply the market 12 months a year, making it one of the strongest players in the global fruit market.