Numerous opportunities exist to improvethe performance of Samoa's fresh fruit and vegetable(F&V) sector. Current per capita consumption appears tobe low by regional and global standards indicating prospectsfor future demand growth and a need for increased awarenessof the dietary benefits of fruit and vegetable consumption.A large share of the existing demand for fruits andvegetables is being met by imports and there appears to bescope for encouraging domestic production to reduceSamoa's import dependence. The presence ofwell-organized retail and foodservice channels represent aconsiderable advantage to an organized fresh produce supplychain, provided that domestic producers are able to meetbuyer standards for product continuity, quality and price.There are several products which could also be developedinto sustainable export commodities. A range of on-farminvestments, training, organizational and researchpriorities have been identified to enable the F&Vsub-sector to respond to these potential marketopportunities.Following an appraisal of opportunities andan analysis of value chains for representative commoditieswhich might be grown in response to demand from the localmarket, the report recommends a series of proposed actionsto strengthen the performance of the fruit and vegetablesub-sector in Samoa.