Turkey has a crucial share of the world market for fresh fruit and vegetables, exporting fresh fruit at a value of 2.393 million dollars in 2014. Antalya province has a significant share of the production and exports of fresh fruit and vegetables in Turkey, with a majority of the fresh fruit and vegetables produced in the province being oriented towards the export market, particularly to the EU countries, the Russian Federation, and the Middle East. In addition to the producers, other actors also play an important role in the production and marketing of fresh fruits and vegetables, as do those responsible for the marketing of the produce. To provide sustainable development in the production and export of fresh fruit and vegetables, both production and marketing have to be managed and supported in an efficient way. In this study, the production and marketing of fresh fruit and vegetables will be examined, with Antalya province serving as a typical example. With the publication of this study, it is our aim to put forward suggestions which can be of value to the sustainable and efficient marketing and management of Turkish fresh fruit and vegetable production.