The area devoted to organic table fruit production in Switzerland remained virtually unchanged from the 1930s to the mid-1980s. However, during the last decade there has been a fivefold increase in the production area, approaching a total of 340 ha in 2000 (4.8% of the total area of table fruit production). Factors contributing to this dramatic increase include (1) new and effective non-chemical methods for pest and disease control, (2) improved management and production techniques from research and extension programs, (3) increased marketing of organic produce by supermarkets due to consumer demand, and (4) change in Swiss government policy that began to subsidize ecological performance rather than farm production. A 1994 poll of consumer demand indicated that 3 to 5% of the total apples marketed in Switzerland was organically grown, and projected a total market share of 10% in the near future. Despite this, conventional fruit growers are hesitant to convert to organic production methods because of certain risks involving (1) selection of varieties, (2) pest and disease control, (3) crop hectarage controls, (4) weed control, and (5) tree nutrition. Research and development programs are attempting to deal with these problems, to reduce the level of risk with organic production. Nevertheless, ecological considerations to optimize fruit production are strongly dictated by market conditions and consumer demand. Finally, the development of a stable organic fruit production sector will require that retailers and supermarkets make certain concessions for marketing organic fruit.