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 headquarters for European marketing of Zespri gold kiwifruit in 2010. The general name, "Zespri", has been used for marketing of all green and gold cultivars of kiwifruit from New Zealand since 2012. The genus "Actinidia" comprises around 60 species. Their fruits are quite variable, although most are easily recognised as kiwifruit because of their appearance and shape. The skin of the fruit varies in size, hairiness and colour. The flesh varies in colour, juiciness, texture and taste. Some fruits are unpalatable, while others taste considerably better than the majority of commercial cultivars. The most commonly sold kiwifruit is derived from