Fresh Green Kiwifruit Monthly Update 2026-01

The Alegra Group reported a strong 2025 with a turnover of €317.96 million and is focusing on premium brand development in 2026. The Ondine project anticipates a 300% production increase to 3,000 tons, expanding flat nectarine and peach offerings positioned as convenient snack fruits. The Dulcis green kiwi project will triple its production to 47,000 quintals across 457 hectares, emphasizing Italian genetics and balanced flavor. In vegetables, Valfrutta Fresco is boosting its 'affordable premium' positioning, with tomatoes and peppers generating €10.9 million, 36% of turnover. The Cornelio pepper will see expanded cultivation and a refreshed marketing campaign, while the Ulisse premium tomato and enhanced cherry tomato packaging will support year-round commercial growth.

Zespri projects record returns per hectare for all kiwifruit categories in the 2025/26 season, driven by robust sales in Europe, North America, and a strong finish in Asia. Per tray returns for Green, Organic Green, and Organic SunGold varieties have surpassed previous forecasts, with Green trays reaching NZD $10. The company expects to sell a record crop of around 215 million trays this season, with Northern Hemisphere volumes up 27%, extending the sales window through mid-March. Early estimates for the next season indicate a further increase to approximately 220 million trays. Zespri emphasizes early sales programs, careful inventory management, and enhanced onshore quality audits to maintain fruit quality and maximize grower returns.

Zespri's 2025 kiwifruit season saw a 46 percent year-over-year increase in retail sales, positioning kiwifruit as the fastest-growing fruit category with 34 percent dollar growth. The company credited this success to expanded retail networks, strong marketing campaigns featuring the KiwiBrothers mascots, and increased distribution of Green, Organic, and new RubyRed™ varieties. Positive growing conditions in New Zealand also contributed to consistent product quality. Zespri's marketing efforts in 2025 generated one billion digital impressions, two million samples, and 50,000 in-store displays, resulting in a 21 percent sales lift for SunGold Kiwifruit. The company plans to continue this momentum with a new 2026 campaign focused on nutritional benefits and will showcase its initiatives at the Southeast Produce Council’s Southern Exposure trade show.

Zespri experienced a milestone 2025 season with a 46% year-over-year increase in retail sales, solidifying its position as the leading kiwi brand in the U.S. The growth was driven by expanded distribution to 1,500 new stores, earlier season start, and strong marketing efforts including in-store displays and packaging. Kiwifruit remains the fastest-growing fruit category with a 34% dollar growth, supported by strong demand for Zespri Green, Organic, SunGold, and the West Coast trial of RubyRed kiwifruit. Zespri’s 2025 marketing initiatives generated one billion digital impressions and two million samples, contributing to a 21% sales lift for SunGold kiwifruit. Looking ahead to 2026, Zespri plans to launch a new consumer campaign focused on nutrition and flavor, alongside enhanced merchandising materials to further drive category growth and retail value.

Dulcis™, the premium 100% Italian green kiwi, has entered the Dubai market through a partnership with MAJID CARREFOUR, marking a significant step in its international expansion beyond Europe. Known for its softer, juicier, and naturally sweeter profile, Dulcis™ targets the Middle Eastern premium segment, catering to consumers who prefer intensely flavored, low-acid fruits. Now in its second commercial season, the brand is accelerating global growth, supported exclusively by Alegra, Apofruit Italia, and Orogel Fresco. This expansion highlights a strategic focus on varietal innovation, production organization, and strong brand identity, aligning with the demand for certified-origin premium products in dynamic markets like the UAE.

Zespri has released its final forecast for the 2025/26 kiwifruit season, projecting record per hectare returns across all fruit categories. Per tray returns for Zespri Green, Organic Green, and Organic SunGold have increased beyond November forecasts, while SunGold, Sweet Green, and RubyRed remain steady. Strong global demand, particularly in Europe and North America, has enabled the sale of a record crop of around 215 million trays, with volumes up 27% and an extended sales window through mid-March. Early estimates for the next season suggest an even larger crop of approximately 220 million trays, emphasizing the importance of early sales and quality management to sustain grower returns. Zespri is also enhancing onshore quality audits and conducting an industry-wide quality review to uphold its premium brand reputation.

Zespri has released definitive forecasts for the 2025/26 season, projecting record-high yields per hectare across all major kiwifruit categories, with SunGold kiwifruit expected to exceed a PLV of 90,000 euros per hectare. The company anticipates placing a record crop of approximately 215 million pans (around 774,000 tonnes) at favorable prices, supported by consistent sales in Europe and North America and improving demand in Asia. The northern hemisphere supply season is expanding, with volumes up 27% and an extended sales window until mid-March, helping maintain year-round brand presence. Looking ahead, Zespri expects an even larger crop of about 220 million pans (800,000 tonnes) for the following season, emphasizing the importance of early sales and strict quality controls to maximize value and avoid quality issues experienced last season. The company plans to enhance onshore quality inspections and conduct a sector-wide quality review to uphold its premium brand reputation.

Vietnam has completed multi-year phytosanitary negotiations with Greece, enabling the export of Greek kiwifruit to the Vietnamese market. The technical discussions, ongoing since 2016 between the Plant Health Services of Greece and Vietnam, concluded with the Plant Protection Department of Vietnam's final written response on February 13, 2026. This development opens a new market opportunity for Greek kiwifruit exporters.

Italian experts highlight that the harvest date critically impacts firmness loss and cold damage sensitivity in new kiwi genotypes, more so than in the classic Hayward variety. The stage of fruit development at harvest influences storage and transportation behavior, with yellow-fleshed kiwis showing variable flesh degreening and green varieties exhibiting changes in color stability depending on harvest timing. These findings indicate that existing Hayward-based protocols are inadequate for new varieties, necessitating further research into ripening physiology to optimize cooling, ethylene management, and long-term storage methods.

Valfrutta Fresco, part of the Alegra Group, achieved a 33% increase in turnover to 30.2 million euros in 2025, driven by a 38% volume growth and strategic repositioning in the accessible premium vegetable segment. Key growth was fueled by core products like tomatoes and peppers, which account for 36% of turnover, alongside expanded private label partnerships within organized retail. In 2026, the company launched Ulisse, a premium tomato variety cultivated in Sicilian greenhouses, and Dulcis, a green kiwi variety with tripled production aimed at revitalizing Italy's kiwi sector. Dulcis is cultivated on 457 hectares with a production target of 100,000 quintals by 2028, supported by collaborations with breeders and cooperatives to ensure quality and market expansion.