Producers in Atibaia, São Paulo, dubbed the 'National Strawberry Capital', are gearing up to introduce a new strawberry variety named Fénix (BRS DC25) by mid-April. This variety, developed by Embrapa Clima Temperado in Rio Grande do Sul with support from other Embrapa units, is celebrated for its early fruiting and the potential to extend the harvest period to up to seven months. Fénix has shown promising adaptation in Atibaia, offering prospects of higher yields, reduced production costs by diminishing import reliance, and features such as sweetness, durability, pest and transport resistance, an intense red color, good firmness, an average weight of 23 grams, and an excellent shelf life. It has demonstrated superior production performance in Brazil's South and Southeast regions.