With respect to the new Common Market Organisation (CMO) for fruit and vegetables, the present paper focuses on societal developments that influence the demand for fruits and vegetables, provides some basic information on fruit and vegetable production in Austria and, finally, describes the roles of Producer Organisations (PO) and retailers in Austria. The study is based on a literature review as well as on interviews with representatives of the POs. The results reveal that six Austrian POs face an increasing concentration process in the Austrian retail industry, which is important since roughly 90% of all fruits and vegetables are distributed in retail and discount outlets. Furthermore, during the last ten years the overall consumption of fruits and vegetables per capita has increased to 94 kg and 106 kg, respectively, whereas regional and organic produce have gained increasing importance.