Kiwifruit or kiwi is a major horticultural export earner in New Zealand. New Zealand developed the first commercially viable Kiwifruit and developed the export markets, creating the demand for the fruit that exists today. Today New Zealand is the second largest kiwifruit producing country, next to Italy, and holds approximately 30% of the market share. In the 2008-2009 season the value of New Zealand kiwifruit exports was NZ$1.45 billion.