The strategic objective of ISAFRUIT is to increase fruit consumption, searching the improvement of health and well-being of Europeans and their environment, by taking a total chain approach, identifying the bottlenecks and addressing them by consumer-driven preferences.

It is well documented that regular consumption of fruit and vegetables contributes to health by preventing cancer and cardiovascular diseases, although several factors can lead to insufficient fruit consumption:

1. Fruit on the market does not always meet consumer expectations.
2. Quality deterioration along the supply chain, price and availability are major problems.
3. Consumers often worry about pesticide residues in fruit and are concerned by the introduction of GMOs in the food chain.
4. Growers are in need of more sustainable production methods to meet the consumer expectations.

The long-term Mission of ISAFRUIT is to improve human health through increased consumption of fruit produced in a sustainable way. The Vision of ISAFRUIT is that better fruit quality and availability of a wider range of processed fruit products, more competitive and safer production systems and improved consciousness of consumers, lead to higher consumption. Higher consumption leads to increased health and wellbeing.

ISAFRUIT activities focus on:

1. Consumer driven and responsive supply chain
2. Fruit and human health
3. Improved appeal and nutritional value of processed fruit
4. Improved quality, safety and sustainability
5. Preharvest chain quality and sustainability
6. Genetics of fruit quality
7. Dissemination and transfer of knowledge
8. Project management and integration