Abstract: Changes on endogenous abscisic acid (ABA) content and FaNCED gene expression during fruit development, as well as the effects of exogenous ABA, nordihydroguaiaretic acid (NDGA) and ethephon applications on the ripening of strawberries (Fragaria ananassa Duch) were studied. The results showed two peaks of ABA content and FaNCED expression during the entire fruit development period, reaching their maximums at the fruit’s red ripening stage. The ABA application increased endogenous ABA and FaNCED gene expression promoting the fruit ripening and softening. On the other hand, NDGA delayed the fruit ripening and softening, while ethephon induced no significant effect.