A red kiwifruit from Zespri's breeding programme is being sold in the Bay of Plenty despite it being rejected for mass commercialisation.
But the global marketing giant says a successful new cultivar could be ready to export in 2017.
A Zespri spokeswoman said four growers were selling about 8000 trays of red kiwifruit in New Zealand during March and April.
The kiwifruit had light-green to gold coloured flesh with a red starburst in the centre, she said.
"It has a sweet, juicy taste similar to gold-fleshed kiwifruit," she said.