In the past decade, numerous reports demonstrate that high consumption of fruits and vegetables is beneficial for health, being associated with a reduced risk of degenerative diseases. This chapter provides a brief description of the chemistry of bioactive compounds (BCs) and their presence in temperate fruits, and discusses recent advances in strategies towards improving sustainable crop production for nutraceuticals. The chapter examines polyphenols, carotenoids, vitamin C and production practices that influence bioactive compound synthesis. Finally, the chapter looks ahead to future research trends in this area.