How Did the Name "Kiwifruit" Get Adopted for Export?

The adoption of the name "kiwifruit" was a deliberate marketing decision by New Zealand exporters in 1959. The process involved a few name changes:

1. Original NZ Name: When first grown in New Zealand, the fruit was known as the "Chinese Gooseberry" due to its Chinese origin and a flavour profile that some found similar to a gooseberry.
2. The Export Problem: In the 1950s, New Zealand began exporting the fruit to the United States. The name "Chinese Gooseberry" was problematic. This was the height of the Cold War, and anything with "China" in the name faced negative connotations. Furthermore, "gooseberries" were not a popular fruit and were subject to high import tariffs.
3. The "Melonette" Failure: Exporters first tried the name "Melonette." This also proved to be a poor choice, as melons were subject to even higher import duties.
4. The Winning Name: In June 1959, Jack Turner of the Auckland-based export company Turners & Growers proposed the name "kiwifruit." This name was a marketing success for three reasons:
   • It was unique and memorable.
   • It created a strong link to New Zealand, whose national symbol is the kiwi bird (a small, brown, fuzzy bird).
   • It also played on the nickname for New Zealanders themselves, who are colloquially known as "Kiwis."

The name "kiwifruit" was quickly adopted by the industry and became the standard global name for the fruit.