Zespri International, the world's largest marketer of kiwi fruit, faces some significant challenges, including rising costs of all sorts of consumer goods and direct competitors selling at significantly lower prices.
Yet Zespri successfully markets some of the most expensive produce products in North America, thanks in part to messaging from a regional communications team that emphasizes the product's quality and relative bang for the buck in terms of nutrition.
For instance, the fruit might be relatively small in size, but ...