This brief evaluates the needs in order to Albania develop a competitive Fruit and Vegetable market.The fruit and vegetable sector represents 20 percent of Albanian agriculture but contributes 36 percent of its exports and this share is expected to increase. The note posits an idea that as the domestic market for many of these products is saturated, Albanian fruits and vegetables have been gaining ground in the Western Balkans and are well positioned to make headway in the EU-28 market as well.