Mediterranean agriculture faces new opportunities in a liberalised trading world. The European Union has been the most common outlet for the Mediterranean agricultural production coming from southern countries but trading among neighbours will expand in the future. The question is how to become more competitive and gain market share in developed and developing countries. Low cost of production nowadays is not a strong reason although it helps. Raw commodities face a fierce competition from many suppliers and agrofood products present a more promising growth. Logistics, information technologies and strategic planning are becoming more important than the physical product characteristics. Consumers concerns about sustainable agriculture and animal welfare are incorporated in the competitive race and agricultural producers should be aware of new possibilities but also of future constraints.