The strawberry and small fruits sector in Europe is experiencing steady growth in cultivation, consumption, and research, with a particular focus on addressing the challenges of climate change. The EU is funding research projects like BreedingValue within Horizon2020 to explore the genetic resources of small fruits. Europe is the second-largest producer of strawberries, following the USA, Mexico, and China, with Spain being the leading producer. Southern Italy, especially Basilicata, has also seen a surge in strawberry cultivation, with an increase in cultivated area and market results, leading to the expansion of crops and variety research to enhance production and profitability.