{"id":723,"date":"2025-09-09T08:39:19","date_gmt":"2025-09-09T06:39:19","guid":{"rendered":"https:\/\/www.nutrimedia.info\/?post_type=news&p=723"},"modified":"2025-09-04T13:40:27","modified_gmt":"2025-09-04T11:40:27","slug":"green-kiwi-how-zespri-won-the-lefsa-grail","status":"publish","type":"news","link":"https:\/\/www.nutrimedia.info\/en\/news\/kiwi-vert-comment-zespri-a-decroche-le-graal-de-lefsa\/","title":{"rendered":"Green kiwifruit: How Zespri won the EFSA's holy grail"},"content":{"rendered":"

Of course, there's no need to boast, but it's true that this is a real event, because it's so rare... A world first for fresh fruit: a health claim is now authorised for green kiwifruit. Let's take a look at a 15-year marketing strategy that has just shaken up the entire sector, which is a little groggy at EFSA's systemic refusals.<\/strong><\/p>\n\n\n\n

The regulatory masterstroke: 90% of failure, but not for green kiwifruit<\/strong><\/h2>\n\n\n\n

Imagine an obstacle course where only 11% of applicants reach the finish line. That's exactly the success rate for European health claims since 2007. Out of more than 2,300 dossiers submitted to EFSA, only 267 survived the scientific validation process.<\/p>\n\n\n\n

And yet, on 31 July 2025, the impossible became reality:<\/strong> Hayward\u00ab green kiwifruit becomes the first fresh fruit in European history to receive an official health claim.<\/p>\n\n\n\n

The claim that changes everything for Zespri<\/strong><\/h3>\n\n\n\n
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\u00abConsumption of green kiwifruit contributes to a more balanced diet. intestinal function<\/a> by increasing the frequency of bowel movements\u00bb.\u00bb<\/em><\/p>\n<\/blockquote>\n\n\n\n

This seemingly innocuous sentence represents a real earthquake for the fruit and vegetable sector. But why? Because it breaks a regulatory barrier that no one has managed to break in 18 years.<\/p>\n\n\n\n

Conditions of use <\/strong>are strictly regulated:<\/p>\n\n\n\n