Abstract: The invention relates to a method of packaging kiwifruit in packaging means formed or provided with one or more pockets therein, the method including locating at least one kiwifruit in at least one pocket, so that the longitudinal axis of the kiwifruit are substantially vertical or upright. In one form of the invention, the method uses packaging means in the form of a tray including a plurality of juxtaposed pockets, each pocket having at least one deformable nipple on the base thereof. The invention also provides packaging means for kiwifruit which include at least one pocket, the pocket being adapted to house at least one kiwifruit in a position such that the longitudinal axis thereof is substantially vertical or upright. In a preferred form of the invention, the packaging means is in the form of a tray incorporating a plurality of juxtaposed pockets. At least one pocket is provided with at least one deformable nipple on its base.