The quality of fruit and berries has often been the topic of debate and Danish strawberries have been both praised and criticized. Therefore the Danish Institute of Agricultural Sciences, Danish Fruit Growers' Association, the Danish Veterinary and Food Administration and MAPP have joined together in a project about quality assurance of strawberries. One purpose of the project has been to provide systematic knowledge about Danish consumers' attitudes towards strawberries, knowledge, buying behaviour and consumption of strawberries. Another purpose has been to take an active part in the development of new strawberry varieties and growing methods and also to support better distribution and sale of strawberries. During 1999, focus group interviews and a representative study with 1174 householdswere carried out. In-home tests of existing and new varieties of strawberries will be carried out during the summer of 2000. The first results of the project show that 28% of Danish consumers grow their own strawberries. In half of these households, homegrown strawberries cover 90% or more of strawberry consumption. However, most strawberries are bought in supermarkets, at the greengrocer's or at farm street sales. Consumers prefer strawberries bought at greengrocer's, at markets or at farm street sales while the quality of strawberries bought in supermarkets are judged to be poorer. Nevertheless, most consumers choose to buy strawberries in supermarkets. This enables consumers to shop in only one place. Danish strawberries are thought to be of much better quality than foreign strawberries. Actually, consumers believe that the price and quality relationship with regard to foreign strawberries is out of balance. Persons over 50 eat more strawberries than younger generations and especially young people under 30 tend to buy foreign strawberries.