Joybee joins hands with Zespri: Paving the way for New Zealand Kiwi to penetrate deeper into the Vietnamese market

The first Zespri Kiwi containers.

The ceremony were attended by Ms. Rebecca Woods - Deputy Ambassador of the Embassy of New Zealand in Vietnam; Mr. Nguyen Mai Vinh Quang - Director of Zespri Vietnam Market; Ms. Trinh Thi Hong Loan - Chief of Office of the Vietnam Retailers Association; Mr. Phung Phuong Nam - Vice President of the Hanoi Anti-Counterfeiting and Brand Protection Association; Ms. Nguyen Thi Quynh Nga - Vice President of the Hanoi SME Association.

The importers' representatives include: Joybee Fruit Joint Stock Company, a joint venture between Joy Wing Mau Asia and An Minh Import-Export Trading Company Limited, with Mr. Antony Greenstein - Director of Joy Wing Mau Asia Company (Hong Kong Branch, China); Mr. Nguyen Hong Thai - Director of An Minh Import-Export Trading Company Limited and Mr. Pham Minh Phuc - Sales Director of JoyBee Fruit Joint Stock Company.

Speaking at the opening ceremony, Mr. Nguyen Mai Vinh Quang, Market Director of Zespri Vietnam, shared that Zespri Kiwi has been present in Vietnam for 16 years and is trusted by consumers, especially pregnant women and children, thanks to its high vitamin C content and consistent quality. The appearance of a new distributor - Joybee Company, promises to help Kiwi fruit reach deeper into the Vietnamese market through both supermarket and wholesale distribution channels. Vietnamese consumers have gradually recognised the nutritional value and benefits of Kiwi fruit, especially for pregnant women and children. Kiwi consumption increased sharply during the COVID-19 pandemic due to its high vitamin C content, which helps support the immune system. In the Vietnamese market, besides supermarkets, the wholesale distribution channel is an extension to bring macrobiotic Kiwi fruit closer to consumers. Hopefully, the company will continue to receive support from distributors, including the new one, JoyBee, in the 2025 crop season.

Mr. Nguyen Mai Vinh Quang, Market Director of Zespri Vietnam.

Ms. Rebecca Woods - Deputy Ambassador of the Embassy of New Zealand in Vietnam, affirmed: “2025 is a special milestone, celebrating the 50th anniversary of Vietnam - New Zealand diplomatic relations. Joybee's timely introduction of Zespri Kiwi to Vietnam contributes to diversifying the imported fruit market and demonstrates the commitment to strengthening economic and trade cooperation between the two countries. During his visit to Vietnam last February, the New Zealand Prime Minister met with businesses operating in the Vietnamese market, including the Zespri brand. This is one of the efforts to strengthen the cooperative relationship between the two countries. Ms. ReBeca highly appreciated the collaborative efforts of businesses here, which have further promoted the introduction of New Zealand products, especially Kiwi fruit, to the Vietnamese market".

Ms. Rebecca Woods - Deputy Ambassador of the Embassy of New Zealand in Vietnam.

Also at the event, Mr. Antony Greenstein, Director of Joy Wing Mau Asia Hong Kong, commented: “The large consumption capacity, as well as the progressive development of the retail system, makes the Vietnamese market one of the potential markets in Asia. Joy Wing Mau is the world's leading company in distributing Zespri Kiwi. Each year, we import 20 million trays of Zespri Kiwi. We have carefully researched the potential market in Vietnam to choose partners to distribute fresh fruit products. An Minh Company - an import company in Vietnam with a supply chain spanning the whole country, understanding the domestic market and having a large import turnover, has been our partner for more than 10 years. We believe that the joint venture of Joy Wing Mou and An Minh will create many advantages and great resonance for JoyBee, bringing success to the Zespri Kiwi distribution channel in the Vietnamese market and bringing delicious agricultural products closer to consumers.”

Mr. Antony Greenstein - Director of Joy Wing Mau Asia (Hong Kong Branch, China) - The world's leading company in Zespri Kiwifruit distribution volume, JWM distributes 20 million trays of Zespri Kiwifruit each year.

Mr. Nguyen Hong Thai, Sales Director of An Minh Company, expressed: “We are very proud that An Minh was chosen as an important partner in the joint venture with Joy Wing Mau Asia to make JoyBee the third official distributor of Kiwi Zespri in Vietnam. Joy Wing Mau Asia is Asia's leading fruit trading group and the top 1 global Kiwi distribution company. An Minh is currently a company with the top 5 fruit import turnover nationwide, with a branch system stretching from North to South, a partner supplying imported fruits to supermarkets, wholesale markets, and wholesale and retail customers nationwide. By combining the joint venture Joy Wing Mau Asia and An Minh, I believe Joybee Company will inherit a lot of experience and advantages in the market. This is a great opportunity, although potential difficulties and challenges remain. But I believe that JoyBee will certainly have a solid foundation for development and will be a good choice for partners supplying Kiwi Zespri products to Vietnamese consumers."

Mr. Nguyen Hong Thai - Director of An Minh Company.

Mr. Thai said that to show gratitude to customers in the 2025 Kiwi season, in addition to support programs from the Zespri Kiwi brand, Joybee Company will have a policy of giving gold to the top 3 customers with the most significant Kiwi consumption from Joybee, the program will be summarized and awarded at the end of the season.

Joint venture between Joy Wing Mau Asia and An Minh, Joybee Company - official New Zealand Zespri Kiwi distributor in the Vietnamese market.

During the ceremony, the program of signing a cooperation agreement to distribute Zespri Kiwi between Joybee and more than twenty agents and major customers took place enthusiastically. Agents and customers of the company registered a large quantity of Kiwis to distribute for the whole season, with the determination to supply Zespri Kiwi products closer to Vietnamese consumers.

Signing ceremony of cooperation and distribution of Zespri Kiwi products for the 2025 crop between Joybee Fruit Joint Stock Company and partners, agents, distributors, supermarket systems and convenience store chains.

Immediately after that, the first Zespri Kiwi container was opened in front of many customers. Guests personally checked the Kiwi tray, learned about the cold storage process and packaging standards to ensure the freshness from New Zealand.

To open the Kiwi Zespri container.

Customers and distributors visited and experienced Zespri Kiwi products at the event.

In addition, the lucky draw program with many valuable gifts such as bladeless fans, high-end juicers, and Zespri Kiwi gift sets brought a vibrant atmosphere to the event.

The ceremony ended in an exciting atmosphere with many guests attending. The reception of the first Zespri Kiwi container, combined with direct experience and gratitude to partners, not only opened a favourable 2025 crop season but also affirmed Joybee's position in the journey to spread "New Zealand Flavour" throughout Vietnam.

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