The organic yellow kiwi is becoming popular in Italy, Belgium, and Greece due to its sweet taste and high nutritional value. The fruit is considered a premium choice in Italy, with consumers drawn to its health and sustainability benefits. In Belgium, there is a growing demand for organic products due to increased environmental awareness. In Greece, the fruit is seen as a trendy choice for its nutritional value and the sustainability efforts of its producers. The It's Bio project focuses on organic kiwi cultivation, which avoids synthetic chemicals and promotes biodiversity and the protection of soil and water resources. The fruit is harvested in the fall and stored until spring, providing vitamin C, vitamin E, potassium, fiber, and antioxidants.