Kiwifruit exports exceeded the amount consumed domestically. Outside of Australasia, New Zealand kiwifruits are marketed under the brand-name label, Zespri. In the 1980s, countries outside New Zealand began to export kiwifruit. In Italy, the infrastructure and techniques required to support grape production were adapted to the kiwifruit. This, coupled with being close to the European kiwifruit market, led to Italians becoming the leading producer of kiwifruit in 1989. The growing season of Italian kiwifruit does not overlap much with the New Zealand or the Chilean growing seasons, therefore direct competition between New Zealand or Chile was not a significant factor. In
Kiwifruit 2017, New Zealand growers were acquiring additional land to grow Zespri gold kiwifruit under rising costs for a Zespri license to meet global demand for the gold cultivar. Kiwifruit may be eaten raw, made into juices, used in baked goods, prepared with meat or used as a garnish. The whole fruit, including the skin, is suitable for human consumption; however, the skin is often discarded due to its texture. Sliced kiwifruit has long been used as a garnish atop whipped cream on pavlova, a meringue-based dessert. Traditionally in China, kiwifruit was not eaten for pleasure, but was given as medicine