While fruit breeding programs have many different goals, including resistance to abiotic and biotic stress, tree architecture, precocity, and productivity, they all have in common the need to develop high quality fruit. Fruits come in a wide spectrum of size, flavor, color, firmness, and texture. Quality is defined differently for each fruit species and consists of many attributes. For some species, high quality flesh texture is crisp while in others it is soft and melting. Some fruit require a balance of acidity and sweetness while quality in others is simply defined by the degree of sweetness. This paper reviews the physiological and genetic basis for fruit quality traits and presents various approaches for improving fruit quality by breeding. INTRODUCTION Fruit breeding programs have a wide range of specific objectives such as increased cold hardiness or disease resistance. However, all commercial scion releases must have high quality fruit. It does not matter how disease resistant or productive the tree may be, if the fruit is not of acceptable quality it will not be a commercial success. Fruit quality is complex. There are many definitions and standards set by each industry but the simple definition of fruit quality is: Whatever the consumer desires (Barritt, 2001; Elia, 2001; Kupferman, 2002). Since people are different, their desires and ideas of quality are different and breeders need to provide alternatives to meet these market needs. How does the consumer perceive quality? The consumer initially judges quality by the appearance of the fruit at the point-of-sale and then by the taste of the fruit. The appearance will determine the first buy but taste will determine the return buy (Kader, 2002). The challenge for breeders is to provide an attractive fruit with desired taste that will survive the process of reaching the consumer. Attractiveness is usually based on fruit size and color, and taste is generally reflected on a combination of texture, flavor, aroma, and sugar to acid ratios. The process of getting the fruit to the consumer is dependent on the rate of softening and the overall control of the ripening process. This paper reviews the physiology of these traits and describes some new approaches for improving quality traits in fruit. FRUIT QUALITY TRAITS Appearance The characteristics that affect the appearance are primarily size and color. Consumer surveys in peach and apple have shown that bigger is better and consumers are willing to pay enough more to make larger fruit more profitable (Parker et al., 1991; Bruhn, 1995; Kupferman, 2002). Bright, clear colors are preferred (Francis, 1995). 1. Size. Fruit size has a large genetic component thus selecting for larger fruit is relatively straight-forward (Janick and Moore, 1996). Fruit size is a function of cell number, cell volume, and cell density (Coombe, 1976; Scorza et al., 1991). In tomato, introgressing wild type germplasm with small fruit size with commercial type germplasm with large fruit, a fruit size quantitative trait locus, fw2.2, responsible for 30% of the difference in fruit size was isolated. The gene was cloned and found to be associated with altered cell division in ovaries. Interestingly, the overall fruit yield in small and large-fruited plants was the same as the small-fruited isogenic lines produced more fruit than the large-fruited Proc. XXVI IHC – Genetics and Breeding of Tree Fruits and Nuts