Strawberry

Main distribution channels for fresh strawberries (imported and local production) are sold through multiple retailers, pick-your-own (U-pick farms) and other outlets (farm shops, greengrocers etc.) The major market channels for strawberries, as for most fresh produce, are the regional and national wholesale markets and the direct/local channel. Direct markets, including roadside stands, peddlers, farmers’ markets, and pick-your-own, are the dominant outlets for most minor production areas. Other local markets include direct deliveries to individual and small chain grocers and sales through local distributors. Processed product is used in manufactured goods such as desserts and jams, as well as being sold as frozen product. Food service Channel The involvement of strawberries in fresh juice and smoothie bars has helped direct fresh and processed product into the food service channel. The use of strawberries in fruit platters and salads has also contributed to sales of fresh strawberries within the catering industry.

Strawberry is used as fruit, direct eating. Used in smoothis and in fresh fruit salads. used in Desserts preparations used in strawberry cakes

The best way to slow spoilage is to quickly remove field heat and to maintain the berries as close to 0°C as possible. The cold chain should be maintained by storing, distributing and marketing fruit at 0 to 1° C. Any failure to maintain produce at low temperatures during handling, storage, and transportation will result in loss of quality and marketability. When the temperature of a strawberry is raised from 0 to 10°C, its deterioration rate increases two- to four-fold. This means that berries held at 20°C have only one-quarter to one-half the life expectancy of those held at 0°C. Market life will be reduced to only a few hours if strawberries are held near 30°C, as may occur in the field. Precooling (rapid removal of field heat) of strawberries is essential within 1 hour of harvest. Cooling delays of 2, 4, 6, or 8 hours reduces marketability by 20, 37, 50, or 70%, respectively, after holding the fruit at 25°C (Mitchell et al., 1996).