Phytochemicals are important natural bioactive compounds of fruit and vegetables and are widely recognised for their nutraceutical effects and health benefits. This review analyses different factors influencing the level of phytochemicals in selected fruit and vegetables at different processing stages in the production chain. The level of phytochemicals present in fruit and vegetables may vary within and across cultivars. Available literature correlates the level of phytochemicals with many factors including cultivar type, environmental and agronomic conditions, harvest and food processing operations, and storage factors. The optimisation of food processing and storage factors is an essential step to reduce the degradation of phytochemicals for potential health benefits. Cultivar selection and maturity at harvest may be critical for food processors to maintain highlevels of phytochemicals in fruit and vegetables.