EU „ISAFRUIT" Project is an integrated Project (IP), coordinated by Dr Ole Callesen from Denmark. The duration of the Project shall be 54 months from 1st January 2006. In the Project participate 250 scientists and technical workers from 60 legal enrities (including 20 SME's) from 16 countries. Community financial contribution is 73.8 million Euros. The strategic aim of the project is to increase consumption of fruit and investigation of ways which will increase health and well-being of European consumers, improve their environment by complex approach to identified barriers of fruit production and consumption. Consumer preferences will get special attention. Project covers the whole chain from consumer to producer. Operational structure of the project covers 8 pillars dealing with fruit production, storage, processing, genetics of quality, relationship between fruit consumption and human health, supply chain, knowledge dissemination and Project management. Novelty of the project is multidisciplinary approach involving cooperation of scientists from different countries, specializing in medicine, marketing, food science, food technology, pomology, genetics and other disciplines, integrating consumers, scientists, specialists in knowledge dissemination, fruit growers, representatives of SME's, and other areas. „ISAFRUIT" Project will have significant effect on consumption of fresh and processed fruit, health improvement of European Union citizens, improvements of environment through safe, sustainable production, more dynamic and competitive production. It will also effect integration of research and technical workers from different scientific disciplines.