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 it "kiwifruit" for export marketing, a name commercially adopted in 1974. A California-based importer, Frieda Caplan, subsequently used the name kiwifruit when introducing it to the American market. Kiwifruit is native to north-central and eastern China. The first recorded description of the kiwifruit dates to 12th century China during the Song dynasty. As it was usually collected from the wild and consumed for medicinal purposes, the plant was rarely cultivated or bred. Cultivation of kiwifruit spread from China in the early 20th century to New Zealand, where the first commercial plantings occurred. The fruit became popular with British and American