Kiwifruitz - The Magic of Puree and Seeds
They may not always be easy to spot, but kiwifruit puree and seeds are ingredient big guns, adding to the magic of many a product on NZ supermarket shelves.
Well aware of exactly which products, is the team at a Bay of Plenty-based NZ ingredient supply company. Kiwifruit Processing Company (KPC) Sales Manager Christina Cortesi says various supermarket isles are home to Kiwifruitz product. Containing either puree or seeds (or both) are, for example, syrups, sauces, biscuits, yoghurt, ice-creams, probiotic drinks and jams. “As a preferred ingredient supplier, we pride ourselves on delivering purees and seeds that elevate the taste, texture, and nutritional value of a wide range of products,” Christina says.
Kiwifruit ingredients and the NZ market
Barkers, Kaitaia Fire, and Soul Food are fine examples of NZ companies embracing the wonder of what KPC can offer. Gold kiwifruit puree is used by Barkers in their kids’ juices (kiwifruit and mango juice pulp) and green kiwifruit puree in their immunity juice syrup. Adding glory to Kaitaia Fire’s fine chilli products is both green kiwifruit puree and seed used within the popular Habenero chilli sauce. Soul Food, meanwhile, use green kiwifruit puree in its raw petfood solutions – there’s increasing demand for this in recognition of the excellent digestive properties of kiwifruit, Christina says.
In NZ the puree is also used in alcoholic beverages, with Whakatane’s Mata Brewery leading the charge. The gold and red kiwifruit puree are key ingredients in the company’s award-winning red and gold cider. That success has led to growing interest from other NZ breweries too, Christina tells. “At KPC we are proud to fill a lead role in supporting NZ’s domestic food and beverage companies that inspire the rest of the world with the kiwifruit flavour profile.”
“We rely on our NZ market to encourage the rest of the world to experiment with all the different Kiwifruit varieties… everyone knows green, now we have gold and red in the market too,” she says. While Zespri Ruby Red kiwifruit has been available within the commercial market in NZ for almost four years, it has only been tested in products over the last two to three – for example as a dairy syrup included in yoghurt and in the alcoholic beverage sector in ciders.
Kiwifruit ingredients and global demand
The ingredients supplied by KPC have a place in shopping baskets internationally too as about 95 percent of KPC product is exported, with the company recognised as a global leader in premium kiwifruit purees and seeds. In overseas markets its ingredients are used in not only drinks and foods, but skincare too. KPC has existed for more than 20 years. Over that time, as many as 20 countries have been happy to do business with this company that celebrates the champion of NZ’s horticulture – the kiwifruit. Rich in vitamins, minerals and antioxidants, it has “superfood” status.
The company’s overseas markets span Asia, the Middle East, the USA, Australia and Europe. Asia is the main market with South Korea leading the way, followed by Taiwan, Japan and Thailand. Green kiwifruit puree is the most popular internationally. People recognise that green kiwifruit is very high in digestive enzymes and internationally people eat this with purpose, Christina says. Overseas the puree is used predominantly in beverages (mostly non-alcoholic) such as green smoothies, which are big in southern Korea and Japan. In Japan, gold kiwifruit jelly is also a thing. In Taiwan, green and gold beverage options are both popular; in Dubai, the green puree is purchased as a key juice ingredient; and in the United States it is used in cocktail syrups.
As for the European market, the interest is predominantly in seeds. It is utilised within the cosmetic and nutraceutical sectors because its high omega 3 and 6 oils offer good hydration for cosmetic products, Christina explains. KPC also supplies Costco in both Australia and New Zealand with green kiwifruit puree as a meat tenderiser. It is used to create Bulgogi sauce (a Korean beef marinade) for their beef packs.
Research and development
Exactly what KPC puree and seeds are used for is far from a finite matter. Thanks to ongoing research and development there are endless possibilities for innovation and excellence, Christina says. She adds that the arrival of gold and red kiwifruit to market in recent years brings with it various opportunities.
“The opportunity for growth with gold and red is still continuing within the food and beverage sector,” Christina says citing the advent of confectionery products as an example. In Japan, the puree is being added to a company’s confectionary line – a red kiwi gummy is under research and development. Other developments are being noted within promotional products. Barkers, for example, produced a season dessert sauce that was promoted as a perfect pavlova topping. “Gold and red kiwifruit are both new internationally and NZ has an important role to play in inspiring the world with all the varieties of kiwifruit. KPC has an important role to play within that,” Christina says. It may be deemed not too difficult a role in that KPC is loud and proud about being an iconic NZ fruit and ingredient supplier of high repute.
Kiwifruit Processing Company 2021 Limited (KPC) is based in Te Puna, Bay of Plenty. Its owners are a Māori collective - Te Whai Ao Group Ltd. The collective has existed since the 1960s when it became an early kiwifruit orchard owner. The company is proud that it now has full supply chain coverage, from land and orchard and packhouse to (with the 2021 acquisition) processing facility.
(July 2025 Supermarket News)