Prefers a light loamy well-drained soil, requiring a warm sunny position. Prefers light shade. Succeeds in any reasonably good soil, even chalk. Dislikes extreme alkalinity. Tolerates drought and salt winds.
A very ornamental plant, it is only hardy in the milder areas of Britain. It grows very well on a west-facing wall at Kew where it often produces fruits, though these do not always ripen[K]. A very good crop of fruit was produced on this plant after the cool summer of 1998, these were not quite ripe at the end of October, but they ripened in storage[K]. Plants have also succeeded in Norfolk and in Scotland when grown against a sunny wall, though some extra protection might be required in very cold winters. Succeeds as a free-standing shrub in Cornwall. Tolerates temperatures down to between -12 and -15°c when the plant is fully dormant. Occasionally, and more frequently, being cultivated for its edible fruit in sub-tropical zones, there are some named varieties. 'Apollo' and 'Mammoth' are cultivars noted for their fruiting propensity. 'Smith' fruits well in the Pacific Northwest and so might be suitable for the mild areas of Britain[183, K].
Fruits only ripen outdoors in Britain in hot summers. Plants rarely set fruit in Britain, perhaps they are self-sterile. Some cultivars are self-fertile whilst others require cross-pollination.