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Kiwifruit is New Zealand's major contributor to fresh produce export, selling into nearly 60 countries globally. In developed countries dominated by modern retail, consistent cool chain practices throughout the supply chain enable high quality product delivery to end consumers. However, in other regions, traditional retail conditions (e.g. wet markets) contribute to significant fruit sales. The limited adoption or availability of refrigeration and the relatively high ambient temperature and humidity conditions pose a considerable challenge in maintaining product quality. To understand potential kiwifruit sales conditions in regions dominated by traditional retail pathways, a case study survey was conducted in India and Singapore. Environmental conditions (temperature, relative humidity and ethylene concentrations) and kiwifruit quality (firmness) were monitored at street vendor locations in India and at wet markets in Singapore. It was found that at the point of sale, temperatures frequently exceeded 30°C and ethylene concentrations were as high as 150 nL L−1. The major proportion of the fruit were at an edible firmness while a significant proportion of overripe fruit also existed. The observations from this case study indicate the necessity to understand kiwifruit physiological responses to these high shelf-life temperatures and ethylene concentrations that may occur under traditional market conditions. [ABSTRACT FROM AUTHOR]