The implementation of the European Economic and Monetary Union has made a significant impact on how business is conducted throughout Europe. It has affected both member and non-member countries in many ways.

This dissertation investigates the effect of the EMU on the Fruit and Vegetable wholesaler markets in Sweden and Finland. Five factors are used to make a comparison between the two markets. The factors are: Competition, Foreign Direct Investments, Euro-related costs, Trade and Supplier relations.

Semi-structured interviews with four Swedish and three Finnish companies were conducted. In the interviews, the companies were asked questions related to the five factors.

Our conclusion is that there is a difference between the two markets. However, the Euro affected each factor we examined differently. Generally, the differences were not that significant between the two markets. Nevertheless, some factors varied to a larger extent than others.

Keywords: Euro, Fruit and Vegetable Wholesalers, Competition, Foreign Direct Investments, Euro-related Costs, Trade, Supplier Relations