Zespri Launches Red Kiwifruit Variety in Belgium
The unique red-fleshed kiwifruit variety is now appearing in major Belgian supermarket chains following its European harvest.
Updated on Oct. 20, 2026 in Organic Food
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Zespri has officially begun selling its red-fleshed kiwifruit, known as Zespri Red, at various supermarket chains throughout Belgium. The fruit, which features a distinct berry-like flavor, was grown by Italian producers in the Lazio region.
Why it matters
The introduction of this variety marks a strategic expansion of Zespri's Northern Hemisphere operations. By cultivating the fruit locally in Europe, the company aims to broaden its product portfolio beyond traditional kiwifruit offerings.
The development of Zespri Red spanned 15 years using natural crossbreeding methods. Northern Hemisphere cultivation currently represents 10 percent of the company's total global output.
The players
Zespri
This New Zealand-based company is a global leader in the kiwifruit industry and manages the marketing and distribution of various fruit varieties.
The details
The fruit was developed in New Zealand through 15 years of natural crossbreeding without genetic modification, focusing on flavor and productivity. Italian growers in the Lazio region harvested the first commercial European crop in mid-September to supply the Belgian market.
Timeline
March 2025: Zespri approved the commercial rollout of the variety.
Mid-September 2026: Italian growers began harvesting the first European crop.
Mid-October 2026: The fruit became available in Belgian supermarkets.
2026-2028: Zespri plans to expand to 170 hectares of orchards in Italy.
Culture Shift
This rollout aligns with the broader industry trend of establishing regional production hubs to reduce reliance on long-distance imports. By localizing cultivation, Zespri is positioning itself to better serve European consumer demand for fresh, seasonal produce.
Belgian shoppers can find the new variety at chains including Okay, Spar, Carrefour, Delhaize, Intermarché, Aldi, and Jumbo. Consumers should act quickly, as limited harvest volumes mean the fruit will only be available for a few weeks.
The takeaway
Zespri Red offers a unique alternative for fruit lovers seeking new flavor profiles. Shoppers should check store availability soon to experience this limited-run European-grown variety before stocks are depleted.
Further reading
Learn more about sustainable farming and fruit innovation in our Organic Food section.
Source note: This article includes information reported by Freshplaza.
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