Technical Abstract: Climacteric and non-climacteric fruits have traditionally been viewed as representing two distinct programs of ripening associated with differential respiration and ethylene hormone effects. In climacteric fruits, such as tomato and banana, the ripening process is marked by increased respiration and is induced and coordinated by ethylene, while in non-climacteric fruits, such as strawberry and grape, it is controlled by an ethylene-independent process and exhibits little change in respiration rate. The two contrasting mechanisms, however, both lead to texture, color and flavor changes that likely reflect common regulatory control. Recently it has been shown that a SEPALLATA(SEP)4-like gene is necessary for normal ripening in tomato. Here we demonstrate that silencing a fruit-related SEP1/2-like (FaMADS-9) gene in strawberry leads to inhibition of normal development and ripening in the petal, achene and receptacle tissues. Additionally, analysis of transcriptome profiles reveals pleiotropic effects of FaMADS-9 on fruit development and ripening-related gene expression. We conclude that SEP genes play a central role in the developmental regulation of ripening in both climacteric and non-climacteric fruits. Our discovery also extends the ability for molecular control of ripening in a non-climacteric fruit beyond the limited genetic and cultural options currently available.