In a move set to reshape the local fresh produce market, Fruitbox Ltd. has announced a new partnership with New Zealand-based EastPack Ltd. to bring the premium Zespri kiwifruit brand directly to Kenya. This collaboration marks a significant step in making high-quality fruits more accessible to Kenyan consumers, amid growing demand for diverse and nutritious food options.
Zespri Kiwifruit Now More Accessible to Kenyan Consumers
For years, Zespri kiwifruit has been available in limited quantities in Kenya, often at high prices due to the complex logistics involved in getting the fruit to local markets. With the new partnership, Fruitbox Ltd. will now be able to source Zespri kiwifruit directly from New Zealand, bypassing the previously cumbersome supply chains that inflated costs and shortened shelf life.
“This partnership allows us to offer a product that not only meets international standards but also reaches consumers at a more affordable price point,” said Sandip Jethalal, General Manager of Fruitbox Ltd. “Our goal is to ensure that Kenyan consumers have access to the same quality of produce that is enjoyed in markets like Europe and Asia.”
Responding to East Africa’s Growing Appetite for Premium Produce
Kenya’s middle class is expanding rapidly, leading to increased demand for premium fruits such as kiwifruit, cherries, and peaches. The introduction of Zespri kiwifruit is expected to meet this demand, offering a fresh and nutritious option for health-conscious consumers.
“East Africa is a rapidly growing market, and there’s a clear demand for higher-value fruits,” said Nico de Lange, Chairman of Fruitbox Ltd. “By partnering with trusted brands like Zespri, we’re ensuring that consumers here can enjoy the best the global market has to offer.”
Leading in Fruit Distribution and Storage
Fruitbox Ltd. has established itself as a leader in the Kenyan fresh produce market, thanks to its modern supply chain and state-of-the-art cold storage facilities. These capabilities are crucial in maintaining the quality of fruits like the Zespri kiwifruit from the moment they arrive in Kenya to when they reach store shelves.
“Our infrastructure allows us to import full container loads directly from New Zealand, ensuring consistent supply and optimal quality,” explained de Lange. “This is a game-changer for the market.”
Strategic Partnerships with Global Brands
Fruitbox Ltd.’s reputation for reliability and quality control has made it a preferred partner for international produce suppliers. This latest partnership with EastPack Ltd. follows similar agreements with other global brands, including Tru-Cape, making Fruitbox Ltd. a key player in Kenya’s fresh produce market.
“Fruitbox Ltd. has proven itself as a reliable partner with the right infrastructure and market reach,” said Richard Fraser-Mackenzie, General Manager for Order and Supply at EastPack Ltd. “We’re confident that this partnership will help us grow the market for Zespri kiwifruit in Kenya.”
Impact on the Local Market
The arrival of Zespri kiwifruit in Kenya is expected to set new standards in the local fresh produce market, offering consumers a high-quality, nutritious option that was previously out of reach for many. As demand for premium produce continues to rise, Fruitbox Ltd. is positioning itself to meet this need with a broader range of offerings in the coming years.
This development highlights the growing sophistication of Kenya’s fresh produce market, as well as the increasing importance of partnerships with global brands in meeting local demand.
