GLOBAL MARKET OVERVIEW STRAWBERRIES
In Germany, cool weather and vacations have weakened demand, while local, Belgian, and Dutch strawberries maintain a high market share. Spain’s Huelva region faces declining strawberry production but rising prices due to reduced supply.
Switzerland’s strawberry season is gaining momentum, though recent cold weather has slowed ripening. In Austria, a hailstorm in Burgenland has severely damaged strawberry crops, raising concerns among growers.
The Netherlands has seen unexpectedly low strawberry prices ahead of Mother’s Day, despite strong production from both domestic and German suppliers. In the United Kingdom, favorable weather has boosted optimism for the strawberry season, with consistent quality reported.
In Scotland, growers are also optimistic as the season begins, with favorable light levels supporting fruit quality. North America expects a strong strawberry supply for the summer holidays, with high volumes from Santa Maria, Baja, and Salinas.
In South Africa, the strawberry season is transitioning from the Southern Cape to central regions, with demand remaining stable despite high prices. Egypt’s fresh strawberry season struggled with low prices, leading many exporters to shift to frozen strawberries for better returns.
Finally, Morocco’s strawberry industry is in decline as growers switch to blueberries and avocados due to falling prices and market challenges.
Italy: Strawberry market active amid regional supply variations
The strawberry market is experiencing strong activity in early May, driven by rising temperatures. According to a leading trader in northern Italy, another key factor is the limited volume of strawberry exports from Spain to Italy at this time, coupled with decreasing supplies from southern Italy. Currently, production is concentrated in northern Italy, particularly in Veneto and Emilia-Romagna. While Emilia-Romagna has lower production volumes, the quality remains high. In early May, strawberry prices were around €1.80 per 500-gram basket in Verona and €2.10 per basket in Romagna.
A Sicilian producer reports that the strawberry season began in November and will conclude in May. Production has been consistent, with no reported issues such as plant diseases. The farm ensures a continuous supply for seven months through staggered plantings of early and late varieties. Marketing schedules are established in February each year. The farm produces strawberries organically and exports to Germany, Switzerland, and Austria. The average price for the season has been €3.50 per kilogram, but it has recently decreased to €2.50 per kilogram. Standard packaging consists of 30×40 cm cardboard boxes containing 250-gram R-Pet trays, with the main varieties being Fortuna, Savana, and Marimbella.
In Basilicata, the strawberry season is 70-80% complete, depending on the varieties planted. Harvesting will continue until the end of May, despite the season’s delayed start. Prices remain favorable for premium-quality varieties with good shelf life, while other varieties continue to maintain acceptable prices. This season has been marked by low yields and unfavorable weather conditions. Although there is currently a deficit in supply, availability is expected to improve around May 20 as weather conditions stabilize. Typically, May sees stable prices, partly due to the gradual reduction of imported strawberries, which have not reached significant volumes this year.
France: Strawberry campaign enters peak production
At the beginning of May, the French strawberry campaign is in full swing, having just passed its highest production peak. Many key production regions are now actively harvesting. Last week’s sunny weather and warm temperatures led to a surge in round strawberry volumes, with continued high volumes expected this week. While the peak production period for both round strawberries and Gariguettes occurred in week 15, significant quantities are still anticipated in the coming weeks as some regions continue to ramp up.
Despite the record weeks of the season being behind most producers, market absorption has been relatively smooth. This is largely due to the well-organized structure of the French strawberry sector, which includes efficient commercial operators and retailers offering attractive promotions at strategic times. Even with the public holiday on Thursday, May 1, sales have remained steady.
The French season often begins in the shadow of competition from Spanish strawberries, which are in full production in March and April. However, this year, Spanish growers faced quality and volume issues due to weather disruptions, allowing French strawberries to gain shelf space more quickly. In May, French production supplies around 70% of the domestic market. Prices have generally been strong, particularly for elongated strawberries. As open-field strawberries arrive, quality tends to become more variable, leading to greater price fluctuations. Nevertheless, this first part of the season has been positive overall in terms of yield, consumption, prices, and quality.
France is expected to produce around 60,000 tonnes of strawberries this year, in line with last year’s total, to meet part of the national consumption demand of approximately 120,000 tonnes.
Germany: Strawberry demand weakens after Easter amid increased availability
Cool weather and school vacations significantly weakened strawberry demand in the week following Easter, while availability increased. Local strawberries became more prominent on the market, but their quality varied. Some berries were too large or too pale, affecting their appeal. In contrast, Dutch strawberries, which dominated the market, generally maintained high quality. According to the BLE, Dutch supplies were occasionally limited, allowing them to maintain their previous high prices. However, price ranges varied depending on varieties and color. Besides domestic, Belgian, and Dutch products, strawberries from Greece, Italy, and Spain continued to be available. Aldi Süd also launched the second marketing season of its exclusive ALDIna strawberry variety from local cultivation in week 20.
Spain remains the most important source of strawberries for the market, followed by Greece and the Netherlands. However, the volume of imported Spanish strawberries declined by approximately 13,000 tonnes between 2021 and 2024, while imports from Greece increased by 6,000 tonnes. Domestic production has generally decreased, with around 120,000 tonnes harvested in 2024. About one-third of this volume was produced under protected cultivation, a method that continues to gain importance in the German strawberry sector. Over the past decade, the area under protected cultivation has more than tripled.
From a regional perspective, Lower Saxony remains the largest strawberry-growing area in Germany, with 2,852 hectares under cultivation. It is followed by North Rhine-Westphalia with 2,457 hectares and Baden-Württemberg with 2,381 hectares. These regions continue to play a key role in national strawberry production.
Spain: Huelva strawberry production declines as prices rise
Until March, the volume of Huelva strawberries sold this season was lower than during the same period last year. However, following the end of the rains, harvest volumes surged in the first half of April, as the plants reached their peak production for the season.
In the third week of April, the volume of strawberries sold experienced a sharp decline compared to the previous week, estimated at around 35%. Since then, production has continued to decrease, according to the Andalusian Regional Government. Officials noted, “In this last week, the volume sold has continued to decline significantly. After three consecutive seasons of declining production, everything indicates that the current season will be the fourth consecutive year of reduced marketed production.”
At the same time, strawberry prices at the source have shown an upward trend due to reduced supply. Specifically, in week 16, prices increased by approximately 5.6% compared to the previous week. Moreover, the weekly price was significantly higher (+24%) than the average for the last five seasons.
Switzerland: Strawberry season gains momentum despite weather challenges
The Swiss strawberry season is gradually gaining momentum, with 22 tonnes harvested in the week following Easter. During the peak harvest period, from May 19 to June 14, around 1,000 tonnes are expected to be harvested each week. The Swiss Fruit Association anticipates a total harvest of 7,500 tonnes this season, with quality reported as excellent so far.
However, a cold and wet spell in week 19, with maximum temperatures around 10°C, has temporarily slowed the ripening process. A spokesperson for Tobi Seeobst AG, one of Switzerland’s largest fruit cooperatives, commented, “This will significantly halt the current ripening process until the nice weather sets in again, probably at the end of this week.”
Despite this setback, prospects for the season remain positive. “We can generally look forward to a good strawberry harvest, provided the weather cooperates in the coming weeks. Our harvest peak is expected in weeks 21 to 22,” the spokesperson added.
Swiss strawberry growers are hoping for favorable weather in the coming weeks to ensure the predicted high-quality yield is achieved.
Austria: Hailstorm damages strawberry crops in Burgenland
A hailstorm in week 18 caused extensive damage in parts of Burgenland, leaving farmers concerned about their harvests. Fruit grower Adolf Nikles from Kukmirn expressed his frustration, noting that the early hail came as a complete surprise. “It’s becoming increasingly difficult to produce in the open field with early hailstorms on May 3 or 4,” Nikles stated. His strawberry crops were particularly affected, with 80 to 90 percent of the early varieties destroyed. The first fruits, which were expected to be harvested next week, will likely not be available.
While local strawberry production in Burgenland has suffered, the Vienna wholesale market is currently dominated by strawberries from Belgium and Spain. Italian strawberries are also widely available in supermarkets, offering an alternative supply for consumers.
Netherlands: Strawberry prices struggle ahead of Mother’s Day
In the Netherlands, strawberry prices typically rise in the week leading up to Mother’s Day. However, this year has been an exception, with prices remaining unexpectedly low, according to fruit traders. “This week, clock prices have hovered around €1.70 to €1.80 per kilogram. Although retail programs are in place, prices are surprisingly low due to an abundant supply,” traders reported.
The warm weather has accelerated the ripening process, leading to an earlier harvest than usual. Even tunnel-grown strawberries, which typically appear later in the season, are arriving sooner this year. Additionally, German strawberry production is off to a strong start, further increasing market supply and putting downward pressure on prices.
Belgium: Spring peak in volumes causes slight drop in Prices
“We’re now seeing volumes increase, and since last week we’ve really entered the spring peak in supply. On Friday, for the first time, we exceeded 300 tons in deliveries. This is mainly due to the weather in recent weeks and the warm days last week, which have brought open-field cultivation systems into production as well,” says a Belgian trader.
“The higher volumes align nicely with consumer demand and the shift in trade from Spanish to Belgian/Dutch fruit. So far, we’re not seeing the market struggle to absorb these volumes. Still, during a week with public holidays, like last week, we always have to be cautious about how prices will react. Prices did drop slightly, partly due to the increased volumes. However, prices are expected to hold up in the coming weeks. Mother’s Day is coming up. On top of that, there’s strong demand from market vendors, the foodservice sector, and export markets. And since the overall quality is good, strawberries tend to sell themselves.”
England: Optimism for strawberry season with favorable weather
Favorable weather conditions, with a mix of warm days and cool nights, are benefiting strawberry quality. Growers are optimistic about the season, citing a mild winter and spring. Volumes are expected to be strong, although there are concerns about a potential oversupply in July. However, growers hope to avoid the sharp production peaks seen last year.
Demand for imported strawberries was strong during the winter, providing a positive foundation for the domestic season. Growers are hopeful that consistent quality and favorable conditions will support steady sales as the season progresses.
Scotland: Strawberry season begins with optimism
In Scotland, where the strawberry season starts slightly later than in England, growers are just beginning to harvest the first fruits. Scottish growers are cautiously optimistic about a successful season. Light levels have been favorable, and plants are showing abundant fruit and flowers, indicating good production potential.
North America: Strong strawberry supply expected for summer holidays
Strawberry supply from California remains strong, with Santa Maria significantly increasing its production last week. This region is expected to maintain high production levels and good quality for at least the next eight weeks. Although the production schedule is similar to last year, it may be slightly delayed due to mild temperatures.
In addition to Santa Maria, northern Baja is supplying good strawberry volumes, while Oxnard continues production through other suppliers. However, Oxnard’s supply is expected to decline over the next four to eight weeks. Meanwhile, Salinas is just beginning its strawberry season, with peak volumes anticipated from mid-May to July. The outlook for Santa Maria, Baja, and Salinas remains positive.
Demand for strawberries has been strong, supported by the Easter holiday, which fell later this year. This timing allowed the industry to supply a larger volume of berries for the holiday. Demand for Mother’s Day is also strong, and high demand is expected to continue through Memorial Weekend and into the early summer weeks.
Overall, the North American strawberry market is well-positioned for a successful summer, with steady production from key regions and sustained consumer demand.
South Africa: Strawberry season transitions from Southern Cape to central regions
The South African strawberry season is currently transitioning from the Southern Cape to the central regions of Brits and Bela-Bela. A market agent at the Johannesburg market reports receiving the final strawberries from George and the first batches from the central regions.
“Prices are still a bit high for customers, who only buy what they need,” the agent explains, noting that demand remains consistent among caterers, restaurants, hotels, retailers, and households with a strong preference for strawberries.
Currently, a 250-gram punnet of strawberries is priced between €1.45 and €1.90 at the market and €3.00 at high-end retail outlets. As the season progresses, strawberry volumes are expected to increase in June and July.
There has also been an expansion of strawberry fields across South Africa, driven by growing domestic demand and interest in exporting to the Middle East, where demand for strawberries is described as “insatiable.”
Egypt: Fresh strawberry season struggles as exporters turn to frozen options
In Egypt, the fresh strawberry season began in November and concluded in March, experiencing strong demand. However, prices did not meet exporters’ expectations, leading many to shift to frozen strawberries earlier than usual, by the end of November instead of the typical January-February period. At the start of the season, exporters set higher prices in an attempt to offset rising production costs. As a result, prices began at levels significantly higher, sometimes even double, those of the previous season’s start.
Despite this initial pricing strategy, prices collapsed within a week of the season’s launch, dropping by nearly 70%. This sharp decline was attributed to lower demand and market resistance to the high prices. Peak demand occurred between November and January, with key markets including Europe, Arab countries, and some Asian destinations. However, beyond this peak period, the market for Egyptian fresh strawberries remained limited.
The 2024-2025 season has proven challenging for Egypt’s fresh strawberry sector, with low prices and high production costs weighing heavily on producers. As a result, many exporters turned to frozen strawberries as a more viable alternative. The frozen strawberry sector has become a lifeline for growers, with projected export volumes of 350,000 tonnes.
Morocco: Strawberry industry declines as growers shift to other crops
In Morocco, the strawberry industry is experiencing a decline, with many growers abandoning strawberries in favor of more profitable crops like blueberries and avocados. Strawberry acreage has decreased significantly, falling from 3,700 hectares in 2022 to 2,300 hectares in 2025. The primary reason for this shift is increased competition, which has driven prices down, while Moroccan strawberries remain 10-15% more expensive than Egyptian strawberries.
The Moroccan fresh strawberry season typically lasts until the end of March, when European customs duties are imposed on strawberry imports, leading to a transition toward frozen strawberries. However, this year, the fresh strawberry campaign ended earlier than usual for most exporters, concluding in the first week of March. Heavy rains in Larache damaged the fruit and disrupted exports, further impacting the sector.
Growers are also grappling with other challenges, including deteriorating plant quality, increased exposure to disease, and a shortage of labor during peak harvest periods. These issues have compounded the difficulties facing the industry. One grower representative expressed serious concerns, stating, “I am very pessimistic about the future of the strawberry industry in Morocco.”
Next Topic: Oranges