ABOUT PURE KIWI
Transforming rejected kiwi fruit into sustainable, high-value products.
Our Purpose
Every year, tens of thousands of tonnes of New Zealand kiwi fruit never reach export or domestic shelves. Pure Kiwi was founded to change that.
We give rejected fruit a second life and transforming it into premium products that champion our industry, protect our environment, and power a cleaner future.
We believe innovation can uplift and support an entire sector and creating a future where every piece of fruit has purpose.
Our Mission
To build a world-leading circular system that turns New Zealand kiwi fruit into sustainable, science-based products — from premium juices to natural products.
We are committed to:
Minimising waste through up-cycling
Producing premium kiwi fruit products
Creating new revenue pathways for growers & industry
Leading the transition toward a cleaner, regenerative food system
Pure Kiwi exists at the intersection of nature, science, and sustainability.
From Orchard to Innovation
Our journey starts in the sun-filled orchards of New Zealand’s most renowned kiwi fruit-growing regions. Working closely with post harvest operators, we utilise fruit that would otherwise be rejected — not for lack of quality, but for cosmetic or size variation.
Through advanced processing and research partnerships, we transform this fruit into high-value products:
Cold-pressed kiwi fruit juice
PUREZEA™ seed oil
Nutraceutical
Nutrient-rich fibre
Residuals into compost and soil health
Our Circular Economy Model
Pure Kiwi is built around a fully integrated, circular system designed to eliminate waste and maximise value.
Our model includes:
Up-cycling rejected kiwi fruit
Extracting value from every part of the fruit: juice, seeds, fibre and more.
Reinvesting outcomes back into local communities.
Reducing emissions and wastage in the supply chain.
Supporting long-term sustainability for New Zealand kiwi fruit industry.
This circular approach is not just an environmental choice — it’s a smarter economic model that unlocks new value streams and future sustainablility.
Proudly grown in New Zealand
New Zealand is known worldwide for its purity, uncompromising food-safety standards, and exceptional horticultural practices. Our kiwi fruit is grown in ideal conditions: clean air, volcanic soil, and a temperate climate that produces kiwi fruit of the highest quality.
Our Team
At Pure Kiwi, our leadership team brings together expertise in horticulture, science, sustainability, production, investment, and global brand development.
Craig Furze
Founder & Dirctor
Craig is a seasoned kiwifruit grower and agribusiness entrepreneur with deep ties to New Zealand’s horticultural sector. He founded Bay Orchard Sprayers at 21, co-designing industry-leading self-propelled sprayers that transformed orchard efficiency and safety. Since then, he has built multiple successful ventures, bringing strengths in strategic growth, innovation, and disciplined operational execution.
Richard is an experienced international commercial lawyer and business leader with over 25 years in complex negotiation, strategic management, and governance. As Managing Director of Olcan, he advises SMEs and corporates across New Zealand and global markets, and serves on several boards as Chairman and strategic adviser. At Pure Kiwi, he provides governance leadership and commercial oversight, ensuring strong execution discipline and sound strategic direction as the company scales globally.
Lucia Fritsche
Marketing Director
Bruce Furze
Engineer
Richard Braithwaite
Chairman & Director
Lucia is a Swiss-Kiwi marketing strategist and fractional CMO with extensive experience leading brand, digital, and growth initiatives across Europe and New Zealand. Formerly Marketing Manager for a high-growth tech start-up in Zurich, she led international campaigns across multiple markets. At Pure Kiwi, she drives global brand development and export marketing, leveraging her strengths in strategic positioning, digital storytelling, and high-performing brand systems.
Kirs Tong
Food Technology & Innovation
Kris is a food engineer with more than 20 years’ experience in process engineering, product development, quality assurance, and operations within the food and beverage sector. As Innovation Engineer at Foodscope and Director of DWC FoodTech NZ, he has led projects that improve product yield, safety, and manufacturing efficiency. At Pure Kiwi, Kris oversees product development and process innovation, ensuring every product meets the highest standards of quality, efficiency, and sustainability.
Bruce is a mechanical engineer with extensive experience in agri-processing technology. He works closely with Craig Furze as Pure Kiwi’s consulting engineer, leading the design and development of the company’s proprietary milling and processing systems. His background spans plant automation, mechanical-systems design, and process optimisation within food-grade manufacturing environments.