Presentation given at the International Organic Fruit Conference in Vignola, Italy, June 19-17, 2008. Co-sponsored by ISHS and IFOAM. The presentation covers consumer market trends, fruit production trends, and economics. The conference included over 40 presentations on plant protection, plant nutrition and soils, post harvest, and economics. These will be published in Acta Horticulturae in the next year.