In Hawaii, the physiological disease of pineapple [Ananas comusus (L.) Merr. cv. Smooth Cayenne] called endogenous brown spot (EBS), occurs throughout the year. During the development of EBS there is a significant positive correlation between the number of spots and degree of darkening of spots. Correlations between number and degree of darkening of spots with pulp translucence indicated that higher pulp translucency does not necessarily camouflage the spots and thereby reduce the number as well as the degree of darkening of the spots. A heat treatment at 32.3–37.8°C for 1 day controlled EBS in fresh fruits held under refrigeration (7.2°C). In simulated shipping experiments heat treatment was effective when applied in transit in shipping containers before, during, or after refrigeration, the last being most effective. The only detrimental effect of heat treatment was increased fruit-wt loss. This was more than offset by the beneficial effect of the reduction in EBS incidence, and improvement in appearance and flavor of the pulp.