What makes a New Zealand company, despite facing numerous uncertainties, persistently fly across the ocean to participate in a trade fair in China every year? For Zespri, a consistent participant since the first China International Import Expo (CIIE), the answer is clear and firm: China has become an indispensable primary market in its global strategy. Thus, every March, the freshest kiwifruit is picked from Zespri orchards in New Zealand and shipped on time to Chinese ports; come autumn, Zespri’s global management team arrives punctually for the CIIE, driven by commitment and trust in the event.

Doubling Business in China

Unlike typical fruits and vegetables with inconsistent taste, each Zespri kiwifruit carries a label and boasts nearly uniform size and flavor. This is Zespri’s core competency—achieving the “most standardized among non-standard products” in the hard-to-standardize fresh produce sector.

However, “even the finest wine needs promotion.” Zespri’s sales channels in China were once limited to traditional supermarkets, resulting in relatively limited brand recognition and market share. It wasn’t until participating in the first CIIE in 2018 that Zespri gained significant visibility in China, leading to rapid growth in its Chinese business over the past eight years.

Statistics show that over Zespri’s eight years at the CIIE, sales in the Chinese market have increased by 20 million standard retail cases, with revenue doubling. “The Chinese market has become a strategic stronghold and a core growth engine in Zespri’s global layout. We hope to use the CIIE platform to help people, society, and the environment thrive through the power of kiwifruit. In the future, we will continue to uphold the philosophy of ‘Sustainable Nutrition, Shared Health for the Future’ to contribute to building a healthy China.”

Exploring More Possibilities

Through the CIIE, Zespri has engaged in close communication with companies across the industry chain, discovering Chinese consumers’ high demand for new products. This has greatly inspired Zespri’s determination to accelerate the cultivation of new varieties. Consequently, the CIIE has also become a crucial “launch window” for Zespri to introduce new products to the Chinese market.

Zespri’s RubyRed kiwifruit is a case in point, officially launched in China via the CIIE. Its exposure at the expo won the affection of Chinese consumers, bringing positive feedback to the New Zealand kiwifruit industry.

Beyond launching new products, to meet Chinese consumers’ demand for “year-round supply” of kiwifruit, Zespri is also actively exploring the possibility of local cultivation in China.

Currently, all Zespri kiwifruit sold in China are sourced from New Zealand and Europe, with a maximum supply of only 10 months per year. “Enabling Chinese consumers to buy Zespri kiwifruit all 12 months of the year is our strategic direction.” Zespri has maintained a research and development office in Chengdu for many years, where the team continuously studies local climate, soil, and other factors in preparation for potential future local cultivation. “We hope to leverage the CIIE to find more cooperation opportunities and advance the exploration process for ‘China-grown’ Zespri kiwifruit.”

Forging the Customs “Key”

The CIIE is not only a stage for product display but also an efficient platform for promoting trade upgrades and unlocking key processes. In November 2021, Zespri obtained China Customs’ Authorized Economic Operator (AEO) advanced certification, granting its products faster customs clearance upon import into China—a direct reflection of the CIIE platform’s value.

Taking advantage of the CIIE, Zespri engaged in extensive and in-depth communication with various parties, laying the groundwork for achieving the AEO advanced certification. The “General Administration of Customs Announcement No. 79 of 2023 (Announcement on Phytosanitary Requirements for the Import of Fresh Kiwifruit from New Zealand)” allows the import of fresh New Zealand kiwifruit meeting relevant requirements. Currently, Zes

China International Import Expo (CIIE)

The China International Import Expo (CIIE) is an annual trade fair launched in Shanghai in 2018, designed to demonstrate China’s commitment to opening its markets and boosting global trade. It serves as a major platform for international companies to showcase their products and services to Chinese buyers, reflecting China’s policy shift toward encouraging imports and fostering economic globalization.

Zespri

“Zespri” is not a specific place or cultural site, but the global brand name for New Zealand-grown kiwifruit. It was established in 1997 as a marketing organization by New Zealand kiwifruit growers to promote their fruit internationally. The brand is a key part of New Zealand’s agricultural history and its success transformed the country into a world leader in the kiwifruit industry.

New Zealand

New Zealand is an island country in the southwestern Pacific Ocean, first settled by Polynesian explorers who developed the distinct Māori culture from around 1300 CE. It was later colonized by the British, formally becoming a colony with the signing of the Treaty of Waitangi in 1840, which remains a foundational but contested document. Today, it is a modern nation known for its stunning natural landscapes and a bicultural society that blends Māori and European (Pākehā) heritage.

China

China is one of the world’s oldest continuous civilizations, with a recorded history spanning over 4,000 years, marked by successive dynasties, profound philosophical traditions like Confucianism, and inventions such as paper and gunpowder. Today, it is a vast modern nation-state officially known as the People’s Republic of China, blending its immense historical heritage with rapid contemporary development. Key cultural sites, like the Great Wall and the Forbidden City, stand as enduring symbols of its imperial past and architectural achievement.

Chengdu

Chengdu is the capital of Sichuan province in southwestern China, historically serving as a major political and commercial center since its founding over 2,300 years ago during the Shu Kingdom. It is globally renowned as the home of the Chengdu Research Base of Giant Panda Breeding and for its profound cultural heritage, including Sichuan opera and UNESCO-listed Sichuan cuisine. The city seamlessly blends ancient history, such as the Jinli Ancient Street and Wuhou Shrine, with its modern status as a thriving technological and economic hub.

RubyRed kiwifruit

RubyRed kiwifruit is a modern, commercially developed variety of kiwifruit, notable for its vibrant red flesh and sweet-tart flavor. It was created through selective breeding programs in New Zealand, the global hub for kiwifruit innovation, and was first introduced to the market in the early 21st century as a premium product. Unlike ancient cultural sites, its “history” is one of agricultural science, developed to offer consumers a visually striking and flavorful alternative to the traditional green kiwifruit.

Authorized Economic Operator (AEO)

The Authorized Economic Operator (AEO) is not a physical place or cultural site, but a global trade security program. Established by the World Customs Organization after the 9/11 attacks, it certifies trusted international traders who meet stringent supply chain security standards, allowing them expedited customs clearance.

General Administration of Customs

The General Administration of Customs of China is the national agency responsible for supervising and managing all customs operations, including border control, trade regulation, and tariff collection. It was established in its modern form in 1949, evolving from historical imperial customs administrations to facilitate and secure international trade under the People’s Republic of China. Today, it plays a crucial role in enforcing economic policies, preventing smuggling, and processing imports and exports at the country’s ports and borders.