Zespri is doubling down on efforts to stamp out counterfeit fruit branding with incidences expected to rise with greater volumes of illegally grown overseas fruit.Zespri正在加倍努力打擊假冒水果品牌 假冒水果的發(fā)生率預計會上升
▲Sungolen kiwifruit harvest
A recent visit by an industry insider to Indonesia found supermarket shelf displays of poor-quality “Zhouzhi” kiwifruit with a label strongly resembling the Zespri brand’s.
The same brand was seen marketed in China by Farmers Weekly during a visit there in March 2019.
一位業(yè)內人士最近訪問了印度尼西亞，發(fā)現超市貨架上陳列著質量低劣的“周至”獼猴桃，其標簽與Zespri品牌非常相似。
2019年3月，《農民周刊》訪問中國時，也看到了同一品牌在中國的營銷。
▲RubyRed kiwifruit harvest
Zespri’s head of strategy, Tim Clarkson, told Farmers Weekly the marketer is familiar with the Zhouzhi brand, which originated in China. It sells fruit locally and exports to southeast Asia.
“Zespri includes this brand and others in its regular monitoring programmes, and we take enforcement action where appropriate,” Clarkson said.
Zespri的戰(zhàn)略主管Tim Clarkson告訴《農民周刊》，這位營銷人員熟悉源自中國的周至品牌。它在當地銷售水果，并出口到東南亞。
克拉克森說：“Zespri將這個品牌和其他品牌納入其定期監(jiān)測計劃，我們會在適當的情況下采取執(zhí)法行動?！薄?/p>
▲Golden kiwifruit harvest
He said as part of its ongoing efforts to protect the Zespri brand, it is successfully using legal channels to address the issue of counterfeit labels in China and other markets.
The volume of illegally grown Zespri SunGold fruit is likely to provide a headache for the marketer, with the growth in planted area there now almost 9000 hectares – greater than the 8600ha planted in New Zealand.
他說，作為保護Zespri品牌的持續(xù)努力的一部分，它正在成功地利用法律渠道解決中國和其他市場的假冒標簽問題。
非法種植的Zespri SunGold水果的數量可能會讓營銷商頭疼，因為那里的種植面積現在增長了近9000公頃，超過了新西蘭的8600公頃。
▲Golden kiwifruit harvest
Zespri has been working with Chinese authorities to take enforcement action against a small number of people it says are involved in extensive counterfeit operations.
In early 2024 information gathered enabled local police in China to conduct several raids on sellers buying local kiwifruit to sell through stores set up on e-commerce sites.
Zespri一直在與中國當局合作，對少數參與大規(guī)模假冒活動的人采取執(zhí)法行動。
2024年初，收集到的信息使中國當地警方能夠對購買當地獼猴桃并通過電子商務網站上開設的商店銷售的賣家進行幾次突擊搜查。
▲Sungolen kiwifruit harvest
Following the raids, legal action resulted in successful prosecutions against three individuals in China for online sales of locally grown fruit with counterfeit Zespri labels, to the value of NZ$700,000.
They were subsequently sentenced to non-custodial sentences from six months to one year and fined NZ$125,000.
突襲后，法律行動成功起訴了中國三名個人，他們在網上銷售帶有假冒Zespri標簽的當地水果，價值70萬新西蘭元。
他們隨后被判處6個月至1年的非監(jiān)禁徒刑，并被罰款12.5萬新西蘭元。
▲kiwi pollen for sale
A further nine people involved in the same case were sentenced last November for the manufacture and distribution of over 9 million counterfeit Zespri labels in China. All received either jail or noncustodial sentences and fines.
“The work in this space is increasingly important with similar cases of counterfeit expected to rise as the availability of locally grown unauthorised G3 (Gold fruit) increases in future years.
去年11月，又有9名涉案人員因在中國制造和分銷900多萬個假冒Zespri標簽而被判刑。所有人都被判處監(jiān)禁或非監(jiān)禁刑罰和罰款。
“隨著未來幾年本地種植的未經授權的G3（金果）的增加，類似的假冒案件預計會增加，這一領域的工作變得越來越重要。
▲高山紅心獼猴桃果園
“We acknowledge the strong support of these local authorities and look forward to continuing to work with them in the future,” Clarkson said.
Zespri has also been operating a verification audit programme since 2020, testing where Zespri-branded fruit is grown, providing an opportunity for commercial consequences if China-origin fruit is found in Zespri packaging in authorised outlets.
克拉克森說：“我們感謝這些地方當局的大力支持，并期待著在未來繼續(xù)與他們合作。”。
自2020年以來，Zespri還一直在實施一項驗證審計計劃，對Zespri品牌水果的種植地點進行測試，如果在授權門店的Zespri包裝中發(fā)現中國原產水果，則有可能產生商業(yè)后果。
▲Sungolen kiwifruit harvest
While counterfeit Zespri labelling is an issue, the “fake food” categories most susceptible to fraud are olive oils, honey, spices and alcoholic beverages.
In Europe authorities have started a “fight fake honey” campaign in the face of increased volumes of honey produced without using bees and adopting technology using genetically modified bacteria to modify sugar profiles.
雖然假冒的Zespri標簽是一個問題，但最容易受到欺詐的“假冒食品”類別是橄欖油、蜂蜜、香料和酒精飲料。
在歐洲，當局已經開始了一場“打擊假蜂蜜”運動，以應對在不使用蜜蜂和采用轉基因細菌技術來改變糖譜的情況下生產的蜂蜜數量的增加。
▲高山紅心獼猴桃果園
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