Indonesia, the fourth largest market in the world with a population of 220 million in 2005, is forecast to reach 250 million people by 2015, making it a large food market. Consumption of fresh food is increasing and citrus consumption has been increasing at a faster rate compared to other horticultural products. City consumers are becoming more health conscious and this has opened up opportunities for the modern retail sector to expand further into fresh foods. Indonesia has over 17,000 islands and this provides a major challenge to distribute fresh products nationally. Most of Indonesia's locally produced fresh fruit is distributed throughout Indonesia in non refrigerated trucks. Whereas, imported fresh fruit is sent by refrigerated containers to the various provinces.