Must agricultural producers in the Republic of Moldova does not show initiative and interest in applying marketing tools, mechanisms, policies for carrying out their business activity. The lack of predisposition to make changes, based on certain mechanisms of penetration of foreign markets, does not allow them to achieve growth and development of the business initiated. The non-involvement of producers in promoting their own agricultural production, as well as in its export activity, causes low levels of business profitability. In this context, in this paper, we considered timely to identify and assess the main factors influencing the trade in fruit production, as well as the identification of effective mechanisms for penetrating EU markets, which benefit the most from the export of Moldovan fruit products. The main research methods used are: analysis, synthesis, monographic method, observation, induction, deduction, tabular method, comparison, etc.