The article highlights the promotion of kiwi cultivation in the Uruguay River region by INTA Concordia as a first fruit, with the potential to contribute to the national production and command better prices. The region's experience in fruit tree production and lack of problems with fungi and pests make it suitable for kiwi farming. INTA is providing guidance to first-time kiwi producers and has a demonstration lot with anti-hail mesh protection and a fertigation system. The kiwi requires a specific cold accumulation during winter for growth and production.