This investment is exploring current consumer preferences, purchasing and consumption patterns for fruit and how sensory qualities (such as taste, smell, look and feel) contribute to these behaviours. The underlying biological contributors to these sensory qualities will be profiled and the genetics of each explored, with this information funnelled into levy-funded breeding programs such as mango, papaya, pineapple and strawberry. This will enhance the efficiency and delivery of breeding programs, ensuring that they are working to improve varieties for both the producer and the consumer. These insights will allow the co-development of consumer and producer-related traits, and have the potential to add substantial value through identifying new opportunities for premium or niche varieties of produce.