This document discusses Total Quality Management (TQM) approaches for commercial vegetable and fruit production. It outlines key TQM concepts like meeting customer needs and expectations while being economically efficient. The document recommends taking an integrated approach that includes all aspects of production and marketing. It provides guidance on where to start a TQM process, including reviewing marketing, field operations, packing shed operations, and management practices. The goal is to identify risks and opportunities in order to achieve results that benefit the farm firm/organization and society.