BackgroundThe changes in the physical structures of the products are the first things that consumers pay attention to. Therefore, it is essential and significant importance to take measures to improve the storage conditions of products and to minimize quality losses. The main objective of the study was to evaluate the effects of agro-ecological conditions on bioactive compounds and fruit quality of kiwifruit during cold storage. The ‘Hayward’ kiwifruit cultivar grown in Ordu, Giresun, Samsun, Rize, and Yalova provinces of Türkiye were kept at 0 ± 0.5 °C and relative humidity of 90 ± 5% for 150 d.ResultsThe kiwifruit obtained from the provinces of Yalova, Ordu, and Giresun experienced the least weight loss during cold storage. Kiwifruit from Samsun and Yalova provinces had the lowest fruit firmness, while those from Giresun had the highest on 150th d. The changes were observed in the skin and flesh colors of the kiwifruit belonging to all cultivation areas. The amount of vitamin C increased throughout the study in all ecological conditions, but the Yalova province’s kiwifruit was found to have the highest levels. Additionally, in all ecologies, kiwifruit showed an increase in antioxidant activity, total phenolics, and total flavonoids, all known to have beneficial effects on human health. The total antioxidant activity and total phenolics were highest in the kiwifruit of Yalova province, but the total flavonoids were found in the kiwifruit of Rize and Ordu provinces.ConclusionThe study’s results revealed that kiwifruit’s bioactive compounds and quality parameters may vary depending on the cultivation area. Additionally, it can be stated that Yalova province kiwifruit experiences the least amount of postharvest quality losses.