The European Union's fruit industry is currently beset by marked surplus output, formidable market competition from non-EU countries, and strong consumer demanded for enhanced quality. This latter issue is particularly complex because it involves not only the fruit's genetic, esthetic, sensory, and taste characters, but also pre- and postharvest produce management practices and their impact on the environment and human health. The main thrust of the response to the challenges posed by these quality factors is integrated fruit production (IFP), a policy sustainable crop growing that the EU can support financially. Research has been directly involved in IFP and the directions in which it is moving. It has developed the first EU guidelines (OILB-ISHS), which initially covered pome crops and were later extended to cover all fruits, and the field, harvest, handling, storage, and market monitoring and quality-control techniques needed to implement them. These methods include biological and integrated disease and pest control, the introduction of plant material resistant to biotic and abiotic stresses, the development of field management practices to enhance plant defense and cropping-control mechanisms, the use of energy-saving irrigation and nutrient input techniques, the modeling of plantations, training systems and tree-bearing control, and advanced fruit storage, packaging, and transport methods. The updated advances in these areas are reported and discussed.