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 cultivar of golden kiwifruit, 'Gold3', has been found to be more disease-resistant and most growers have now changed to this cultivar. 'Gold3', marketed by Zespri as is not quite as sweet as the previous 'Hort16A', with a hint of tanginess, and lacks the usually slightly pointed tip of 'Hort16A'. Kiwifruit can be grown in most temperate climates with adequate summer heat. Where fuzzy kiwifruit ("A. deliciosa") is not hardy, other species can be grown as substitutes. Often in commercial farming, different breeds are used for rootstock, fruit bearing plants and pollinators. Therefore, the seeds produced are crossbreeds of their parents.