Zespri joins AiMark

Zespri Kiwifruit, the global producer and marketer of kiwifruit, announced today it will join the Aimark foundation from 1st January 2017. Zespri considers membership as an opportunity to drive more value more consumer panel data.

Mr Bert Barmans, General Manager of Zespri Europe remarked: “AiMark has a profound expertise how data of consumer panel databases can be transformed into meaningful insights. The AiMark initiative to link databases around the world will help us to determine the drivers of our growth. Membership of AiMark will open gates for us to the academic community and contribute to our efforts to make sales of fruit more measurable.

On behalf of AiMark Mr Alfred Dijs, Chief Operating Officer, commented: “We consider Zespri Kiwifruit as a significant enrichment to our community. As a leading fruit business Zespri is leading efforts to measure the sales of produce more accurately around the globe.  Zespri demonstrates the fact that the AiMark foundation may serve the needs of both FMCG and fresh, both retailers and suppliers. We are confident that our conferences, academic library and network will be of significant value to marketing decisions by Zespri.”

Zespri Kiwifruit is a company owned by 2,500 current and former New Zealand kiwifruit growers and cooperatively controlled by producing growers. Zespri’s mission is simple: to provide everyone with fresh, juicy and nutritious Zespri kiwifruit whenever they want one, whatever time of the year. To achieve this, Zespri works with growers around the world to supply Zespri Kiwifruit with the same high and consistent quality all year round. Ever since kiwifruit were first cultivated in New Zealand, our growers have been at the forefront of innovation and sustainable growing.
Today, Zespri is the world’s largest marketer of kiwifruit, selling to more than 54 countries and managing 30 per cent of the global traded volume.

It is a non-profit cooperation between the academic and business world. The activities of AiMark Institute are coordinated at University of Tilburg (for Europe) and UNC-Chapel Hill (for USA) headed by Prof. Jan-Benedict E.M. Steenkamp working in cooperation with a global community of leading academics and fuelled by the massive consumer databases of Europanel and its partners GfK, Kantar Worldpanel and IRIWorldwide.