Quality and storage life of kiwifruit were investigated on fruits from shaded and exposed positions of the canopy and on fruits artificially shaded and grown in absence of light. At harvest the fruits grown in high light intensity have a high quality and can be stored for a long time; after 25 weeks of cool storage they have a soluble solids concentration > 14° Brix and a flesh firmness of c. 10 N. Fruits from shaded positions of the canopy showed significantly lower mean fresh weight and chlorophyll content (‐35%); at harvest and during storage they were slightly but consistently less firm and had lower soluble solids concentration than exposed fruits. Artificial shading of individual fruit for most of the growing season significantly reduced chlorophyll content in the mesocarp (‐77%), starch and alcohol‐soluble sugars concentration, flesh firmness, soluble content and dry matter, whereas the titratable acidity was significantly increased. The storage life of artificially shaded fruits was significantly reduced in comparison with exposed fruits, with significant increase in weight loss and fruit disease.