Furaneol and mesifurane are two important flavor compounds in strawberries as in many other fruits. Strawberry varieties vary a good deal in their proportion as well as in their amounts during the ripening process. In the June 3, 2012 issue of Plant Physiology (pp. 851-870), Zorrilla-Fontanesi and associates published the results of their investigation on the analysis of strawberry (Fragaria × ananassa) fruit volatiles such as furaneol and mesifurane and identified genomic regions controlling their variation. Their study further reveals that the locus harboring the gene FaOMT (O-methyltransferase) controls natural variation in mesifurane content and identifies a polymorphism in its promoter. The results of their investigation further show that the gene is possibly responsible for both driving high FaOMT expression in ripe strawberry receptacle and mesifurane production.