1. Weekly News

Belgium

Strong Start to Strawberry Season in Belgium Driven by Weather and Holiday Demand

In Belgium’s Flemish region, the strawberry season is progressing steadily at a nursery in Gits, where favorable weather has supported healthy yields in both heated and cold cultivation areas. Harvesting began in late Mar-25, with volumes increasing in Apr-25 through popular varieties such as Karima and Sonsation. A surge in demand during the late Easter period caused brief shortages, indicating strong market interest. Quality has remained high, with flavorful fruit and minimal waste contributing to consistent sales. Although prices saw only moderate increases rather than sharp spikes, they remained satisfactory, due in part to pricing agreements that help reduce market volatility. Growers are now preparing for peak production around Mother’s Day to meet continued consumer demand.

Brazil

Brazil Boosts Strawberry Production with Innovation and Sustainable Packaging

Strawberry production in Brazil is growing steadily, with Minas Gerais and São Paulo leading the way and accounting for approximately 66% of national production. Other regions, including the South, are also expanding their cultivation. Improvements in production systems and post-harvest technologies that have enhanced profitability across the industry drive this growth. A major innovation supporting this trend is Termotécnica’s DaColheita packaging, which uses passive-modified atmosphere technology and laser-perforated film to extend shelf life by up to 30%. Made from EPS (Styrofoam), the packaging helps maintain fruit quality during transport, reduces waste and Carbon dioxide (CO₂) emissions, and lowers transportation weight, aligning with sustainability objectives. This advancement enables producers to reach distant markets with minimal losses and offers retailers longer-lasting, fresher strawberries. It reinforces Brazil’s focus on agricultural innovation and environmental responsibility.

France

France’s Strawberry Season Off to a Strong Start with Gariguette Variety

France’s Gariguette strawberry season has reached its first peak with encouraging results, due to favorable weather and strong consumer demand. At the Aiguillon site, production is projected to reach 7 thousand tons by 2025, with 95% of strawberries cultivated within a 15-kilometer (km) radius, highlighting the region’s commitment to local sourcing. A mild spring and cold winter created ideal growing conditions, leading to high-quality yields. While Gariguette strawberries are in full bloom, round varieties, such as 'Clery' and 'Camarosa,' are just starting to enter the market, but their performance remains uncertain due to inconsistent weather. The early season also benefited from reduced competition from Spanish imports, allowing for a strong market entry. Improved pricing, better aligned with production costs due to increased awareness and strategic advocacy, has reinforced the competitiveness of the French strawberry industry. Ongoing investment, price stability, and clear communication will be key to maintaining momentum and securing long-term growth.

Spain

Huelva Faces Sharp Decline in Strawberry Production Due to Market Pressures

Strawberry production in Huelva, Spain, is currently running 40 to 50% below normal levels for this time of year, impacted by adverse weather, altered flowering cycles, and plant fatigue as the season winds down. This decline follows a difficult Holy Week, during which market closures forced growers to sell below production costs. With no surplus expected, producers are warning of a possible shortage beginning Easter Monday, emphasizing the urgent need for fair pricing that accurately reflects rising production challenges.

United Kingdom

UK Strawberry Production Surges Ahead of Easter with Boost from Warm Weather

Strawberry production in the United Kingdom (UK) has received a welcome boost from recent warm and sunny weather, enabling an early harvest of nearly 200 tons, about 50 tons more than the same period last year. Grown in West Sussex by The Summer Berry Company, these strawberries are already appearing on supermarket shelves, including Tesco, with around 500 thousand baskets distributed across East and West Sussex and surrounding areas. Featuring Malling Centenary and Fandango varieties known for their sweetness, vibrant color, and firm texture, the crop has benefited from the dry conditions. This early harvest signals a strong start to the British strawberry season, building on the momentum from year-round producers like The Summer Berry Company and Wicks Farm, which saw a record-breaking 38-ton output during Christmas 2023, a 40% year-on-year (YoY) increase. Currently, 400-gram (g) baskets of these locally grown strawberries are retailing at USD 3.35 (GBP 2.50).

United States

North Carolina Strawberry Growers See Strong Yields Despite Early Season and Disease Concerns

Strawberry growers in North Carolina are experiencing better-than-expected yields this season, overcoming initial concerns about the fungal disease Neo-P, which was first detected in 2022. To reduce risk, many farmers opted to source plants from California instead of Canada, benefiting from disease-free stock and resulting in healthy, vibrant crops with large, appealing fruit. While the absence of disease has been a relief, an unusually early crop flush, typically expected closer to Mother’s Day, has prompted concerns about market timing and its potential effect on sales, even amid strong crop quality and supply.

2. Weekly Pricing

Weekly Strawberry Pricing Important Exporters (USD/kg)

Yearly Change in Strawberry Pricing Important Exporters (W17 2024 to W17 2025) 

Mexico

Mexico's strawberry prices decreased slightly by 2.37% week-on-week (WoW) to USD 1.83 per kilogram (kg) in W17, primarily due to the conclusion of the peak production season, which typically runs from December to April, leading to a reduction in supply. However, prices increased by 25.91% month-on-month (MoM) and 12.42% YoY, driven by factors such as increased demand from local festivals and holidays, including the third annual Strawberry Festival in Nogales, and a delayed peak season resulting in extended availability into mid-Mar-25.

Spain

In W17, strawberry prices in Spain surged by 33.80% WoW to USD 1.90/kg, reflecting a 53.23% MoM increase and a 24.73% YoY rise. This significant price increase is primarily due to a substantial decline in production in Huelva, Spain's leading strawberry-producing region. Adverse weather conditions, including heavy rainfall and high humidity during February and March, have delayed fruit ripening and rendered 15 to 20% of the crop unmarketable. Consequently, the reduced supply has heightened competition among buyers, driving prices upward. Additionally, the approaching end of the peak harvest season, typically from April to June, has further intensified demand, contributing to the price surge.

United States

In W17, United States (US) strawberry prices dropped significantly by 28.07% WoW to USD 2.69/kg, reflecting a 14.06% MoM decrease and a 49.13% YoY decline. The price decline is due to an increase in supply from California and Mexico, where favorable growing conditions led to higher yields. This surge in supply, combined with the natural dip in demand as the market moves past the peak of the spring season, resulted in downward pressure on prices. Additionally, the unusually early crop flush in North Carolina, along with a shift in harvest timing, has contributed to a more competitive market with increased availability, further impacting prices.

Egypt

Egypt's strawberry prices increased by 15.63% WoW to USD 0.37/kg in W17, with a 34.42% YoY increase due to a combination of factors. The price surge is due to a significant reduction in acreage, approximately 25%, due to challenges in sourcing quality plants and increased production costs. Additionally, adverse weather conditions, including sudden temperature changes, have increased disease pressures, further affecting yields. These factors have contributed to a tighter supply, driving prices higher.​ However, prices dropped by 15.91% MoM due to a temporary oversupply as growers accelerated harvesting to meet export deadlines, leading to an influx of strawberries into the market. This short-term increase in supply, coupled with logistical challenges and fluctuating demand from key export markets, resulted in downward pressure on prices in the preceding month.

Italy

Strawberry prices in Italy increased by 40.38% WoW to USD 5.18/kg in W17, marking a 36.68% MoM increase due to a significant reduction in yields, with some regions reporting up to a 50% YoY decrease. This decline in production was due to adverse weather conditions, including fluctuating temperatures and dry spells, which affected the strawberry plants' development. Additionally, the approaching end of the peak harvest season led to lower supply and fewer high-quality fruits available for export. However, YoY prices dropped by 7.74% due to a decrease in average purchase volumes, with Italian households buying less per occasion, leading to a reduction in overall demand despite the higher prices.

3. Actionable Recommendations

Stagger Harvest Timing to Match Peak Market Demand

Strawberry growers in North Carolina should adjust harvesting schedules and stagger pickings to align with peak market periods and avoid oversupply during early flushes. For example, farmers can delay certain field blocks using shading nets or varied irrigation schedules to pace ripening and extend the selling window toward Mother’s Day. This helps maintain higher prices, reduces waste from early surpluses, and ensures sustained product availability during high-demand weeks.

Implement Fair Pricing Strategies to Address Shortage Risks

Strawberry producers in Huelva should immediately adopt pricing strategies that reflect the reduced supply due to weather and plant fatigue. Growers must collaborate with distributors and retailers to set prices that balance market demand with production challenges, ensuring profitability despite the shortage. For example, adjusting pricing tiers based on product quality and securing advanced agreements with key buyers can help stabilize the market and protect margins. This proactive approach will mitigate potential losses as the supply tightens post-Easter.

Sources: Tridge, ABC Action News, Abrafrutas, CBS 17, Financialfood, France Food, Freshplaza, Hortidaily, Oem, Portalfruticola