Zespri growers and post-harvest workers are in Te Puke on Friday for the launch of a new event in the Bay of Plenty.
It's the first year that Kiwifest, a nine-day celebration of the region, is being held.
About 80% of New Zealand kiwifruit is produced in the region.
Communications manager Melanie Palmer says Zespri is involved as a foundation sponsor and is also organising an event known as the "Zespri Industry Challenge" a obstacle-course style event that will pit industry members against one another.
Other festival events include the Bay of Plenty Young Fruitgrower of the year awards and a lunch celebrating woman in the region.
