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GLOBAL NICHE DOMINANCE - WE’VE ACHIEVED IT BEFORE AND LEARNED FROM THE EXPERIENCE
New Zealand set the pace for horticultural innovation during the late 20th Century, when unique products such as kiwifruit united the industry around a shared vision of continued advance and success. Kiwifruit have grown wild in China for thousands of years, but it took New Zealand scientists, growers and marketers to turn the furry fruit into a multi-billion dollar global industry. However, similar advances were not made in intellectual property protection, preventing the achievement of full economic potential.
OUR STRENGTH: WORLD LEADERS IN DEVELOPING IP, SYSTEMS AND BRANDS
This time RETAINING OWNERSHIP HAS BECOME A PRIORITY
Harnessing wisdom gained through experience, advanced horticulture is now using new legal and business tools to carefully protect our unique intellectual property. By asserting ownership over New Zealand thinking, horticulture is defining its value as an industry and taking control of its future. Today Zespri Group Ltd is the world’s leading kiwifruit marketer, controlling 30% of the global kiwifruit trade, and continuing to grow through the introduction of new varieties such as ZESPRI™ GOLD Kiwifruit. This unique and highly popular fruit variety is expected to create gross revenues of around $1 billion by 2009.
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