In New Zealand during the 1940s and 1950s, the fruit became an agricultural commodity through the development of commercially viable cultivars, agricultural practices, shipping, storage, and marketing. Much of the breeding to refine the green kiwifruit and develop the gold Zespri was undertaken by the Plant & Food Research Institute (formerly HortResearch) during the decades of 1970-1999. In 1990, the New Zealand Kiwifruit Marketing Board opened an office for Europe in Antwerp, Belgium, which became the 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.

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