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正在加倍努力打击假冒水果品牌 假冒水果的发生率预计会上升
▲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.
一位业内人士最近访问了印度尼西亚，发现超市货架上陈列着质量低劣的“周至”猕猴桃，其标签与Zespri品牌非常相似。
2019年3月，《农民周刊》访问中国时，也看到了同一品牌在中国的营销。
▲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的战略主管Tim Clarkson告诉《农民周刊》，这位营销人员熟悉源自中国的周至品牌。它在当地销售水果，并出口到东南亚。
克拉克森说：“Zespri将这个品牌和其他品牌纳入其定期监测计划，我们会在适当的情况下采取执法行动。”。
▲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.
他说，作为保护Zespri品牌的持续努力的一部分，它正在成功地利用法律渠道解决中国和其他市场的假冒标签问题。
非法种植的Zespri SunGold水果的数量可能会让营销商头疼，因为那里的种植面积现在增长了近9000公顷，超过了新西兰的8600公顷。
▲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一直在与中国当局合作，对少数参与大规模假冒活动的人采取执法行动。
2024年初，收集到的信息使中国当地警方能够对购买当地猕猴桃并通过电子商务网站上开设的商店销售的卖家进行几次突击搜查。
▲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.
突袭后，法律行动成功起诉了中国三名个人，他们在网上销售带有假冒Zespri标签的当地水果，价值70万新西兰元。
他们随后被判处6个月至1年的非监禁徒刑，并被罚款12.5万新西兰元。
▲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名涉案人员因在中国制造和分销900多万个假冒Zespri标签而被判刑。所有人都被判处监禁或非监禁刑罚和罚款。
“随着未来几年本地种植的未经授权的G3（金果）的增加，类似的假冒案件预计会增加，这一领域的工作变得越来越重要。
▲高山红心猕猴桃果园
“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.
克拉克森说：“我们感谢这些地方当局的大力支持，并期待着在未来继续与他们合作。”。
自2020年以来，Zespri还一直在实施一项验证审计计划，对Zespri品牌水果的种植地点进行测试，如果在授权门店的Zespri包装中发现中国原产水果，则有可能产生商业后果。
▲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.
虽然假冒的Zespri标签是一个问题，但最容易受到欺诈的“假冒食品”类别是橄榄油、蜂蜜、香料和酒精饮料。
在欧洲，当局已经开始了一场“打击假蜂蜜”运动，以应对在不使用蜜蜂和采用转基因细菌技术来改变糖谱的情况下生产的蜂蜜数量的增加。
▲高山红心猕猴桃果园
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