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 deliciosa", similar to some subtropical fruits. One of the most attractive varieties has a red 'iris' around the centre of the fruit and yellow flesh outside. The yellow fruit obtains a higher market price and, being less hairy than the fuzzy kiwifruit, is more palatable for consumption without peeling. A commercially viable variety of this red-ringed kiwifruit, patented as EnzaRed, is a cultivar of the Chinese "hong yang" variety. 'Hort16A' is a golden kiwifruit cultivar marketed worldwide as . This cultivar has suffered significant losses in New Zealand from late 2010 to 2013 due to the PSA bacterium. A new