Zespri partners with VCCP to develop and launch Grown for Good, its new global brand platform

Zespri, the world’s leading marketer of kiwifruit, has today announced the appointment of international creative network, VCCP to develop and launch its new global brand platform, Grown for Good, following a rigorous selection process.

Zespri International Limited is the largest marketer of kiwifruit in the world, selling a record 248.1 million trays of kiwifruit in the 2025/26 season alone. While its international headquarters are based in Mount Maunganui, New Zealand, the brand maintains a far-reaching global footprint, working with growers in New Zealand as well as growers across Italy, France, Greece, Japan and South Korea and selling in over 50 markets worldwide.

The partnership is a purposeful next step in the execution of Zespri’s “2035 Strategy” which is a long-term plan designed to strengthen industry resilience and unlock future value through a bold ambition to become the world’s healthiest fruit brand. As a purpose-driven business, Zespri is moving to champion nutrition in an increasingly nutrition-depleted world, aligning its brand identity with its status as a provider of one of the world’s most nutrient-dense fruits.

VCCP will lead strategy and creative development for Zespri’s new global platform, Grown for Good, with the first integrated campaign launched in Europe this month. Grown for Good builds on the success of the kiwifruit marketer’s previous brand platform, Make Your Healthy Irresistible, with the new platform launched at Zespri’s Momentum conference earlier this year as part of its refreshed strategy. 

Nikos Patiniotakis, Head of Global Brand Development at Zespri said: “Grown for Good is the creative expression of our 2035 ambition to become the world’s healthiest fruit brand. It’s a platform built to champion nutrition in a world that needs it most, and to drive demand for kiwifruit globally. Through a rigorous selection process, VCCP stood out as the partner with the creative bravery and strategic depth to shape the global platform and bring it to life, starting with its launch in Europe.”

Roly Darby, Managing Director at VCCP added: “Zespri is a world-class brand with a restless, challenger spirit that matches our own, and we are thrilled to be joining forces. Our mission is to help them cut through the confusion of nutrition and remind consumers that better health doesn’t have to be complicated. We are really excited to help them champion nutrition in our nutrition-depleted world, positioning Zespri as the simple, positive choice, a fruit literally grown for good.”

The work will be led from VCCP’s Headquarters in London.

Source: VCCP

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