The Ecuadorian soursop industry is awaiting approval to export to the US, a process delayed by the need for a phytosanitary risk analysis and the establishment of an entry protocol. The US's insistence on irradiation, which prevents the fruit from being marketed as organic, has been a sticking point. Despite this, the industry has potential US buyers and is ready to export once the protocol is established. However, the recent discovery of lead in a product from Austrofoods Company has created a perception issue. Meanwhile, the industry plans to expand into the European and Nordic markets, building on the EU-funded CREA project, and will participate in the Nordic organic products fair.