People can hold in their heads that grapes and grapefruit are different things, so it always bemuses me when they can't do the same thing with kiwi and kiwifruit. Sure, if you don't know otherwise, "kiwi" may look like a useful contraction of kiwifruit. However, once informed that

The kiwi is a bird native to New Zealand; the word "kiwi" comes to English from the language of the indigenous people of New Zealand; the bird is a national symbol of the country; New Zealanders colloquially refer to themselves as Kiwis, after the bird, with a history going back a century or more; the term "kiwi-land" is occasionally used fondly as a name for the country; the term kiwifruit was coined only in the 1960s

then continuing to use the term "kiwi" for the fruit is factually wrong, and even disrespectful. Sure, you yourself might not care -- but you can see why New Zealanders might and do care.

This website uses a stylised kiwifruit as its logo, but let's also look at the terminology they're using:

"Latest kiwis", "Kiwi of the day", "Welcome to kiwi land"

Are the people behind the website New Zealanders, or associated with New Zealand in some way? Not as far as I can tell. Ergo, appropriation.

(Even if the website authors were New Zealanders themselves, the usage would still not be appropriate, of course. But New Zealanders would not have used such terminology on their dinky website because for them it already has established meaning and mana, rather than being just a random cool word to be stolen.)