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Kiwifruit is currently enjoying a spell of great popularity across the world, and its period in the limelight is set to continue. Demand is increasing in the major markets, thanks partly to its central role in the booming fruit juice industry and its attractiveness for health-conscious consumers. The growth in the world’s kiwi markets is also being driven by the sector’s constant innovation. Yellow kiwis have enjoyed great success in Asian markets, particularly in China, where consumers prefer sweet-tasting fruits.