1. Weekly News

Greece

Greece's Strawberry Season Thrives as Victory Variety Leads with Strong Yields

In Greece, strawberry production in early Apr-25 has benefited from abundant sunshine and longer days, despite slightly below-average temperatures. The dominant Victory variety, which reaches peak productivity by late Mar-25, is yielding high-quality fruit with volumes currently ranging between 25 to 30 tons per hectare (ha). Although initial flowering was reduced due to a colder winter, plants have shown strong vegetative growth, supporting rising yields to meet high market demand. Victory now makes up more than half of Greece’s strawberry acreage, primarily in Ilia and Achaia, and growers are responding positively, with many planning to expand cultivation for the next season.

Morocco

Morocco’s Strawberry Industry Struggles Amid Shift to More Profitable Berries

Morocco’s strawberry industry is experiencing a significant decline as producers increasingly shift to more profitable crops like blueberries and avocados. Strawberry acreage has fallen from 3.7 thousand ha in 2022 to a projected 2.3 thousand ha by 2025, undermining national production targets of 4,000 ha expected for 2030. Key challenges include reduced profitability, rising competition from lower-cost Egyptian strawberries, limited market access due to European Union (EU) tariffs after March, plant quality deterioration, labor shortages, and a shrinking harvest window. While small producers and family farms, which account for 75% of the country's strawberry area, continue to support the industry, the overall trend reflects a growing preference for more lucrative and export-friendly crops.

Peru

Peru's Strawberry Exports Surged in Mar-25

Peru's strawberry exports showed a strong recovery in Mar-25. Exports reached 1.2 thousand tons valued at USD 2.37 million, reflecting a 31% year-on-year (YoY) increase in volume and a 41% YoY rise in value compared to the previous month. The average export price also rose by 8%, reaching USD 1.86 per kilogram (kg). Frozen strawberries accounted for 96% of the shipments, with processed varieties making up the remaining 4%. Canada was the top market, importing 625 tons (46% share), followed by the United States (22%) and South Korea (17%). This rebound highlights Peru's resilience and the growing global demand for its strawberry exports.

Spain

Spain’s Huelva Strawberry Campaign Faces Fourth Consecutive Production Decline

The 2024/25 Huelva strawberry campaign in Spain is expected to conclude with reduced marketed production for the fourth consecutive year. Volumes sold dropped sharply by 35% in the third week of Apr-25, following a brief peak in early Apr-25. According to the Andalusian Price and Market Observatory, a regional body that monitors agricultural market trends, excessive rainfall negatively impacted yields, leading to a total production estimated to be 30% lower than the previous year. Despite this decline, strawberry quality remains high, and demand in European markets has been strong, supporting favorable prices. However, continued rainfall in early May-25, followed by rising temperatures, may further hinder volume recovery, making it unlikely that the season will match the figures of previous campaigns.

United States

California Strawberry Supply Remains Strong with Peak Harvest Approaching

California’s strawberry production is currently going strong, especially in Santa Maria, where both quality and volume are expected to remain high for at least the next eight weeks. Favorable weather conditions are supporting consistent yields, with additional supply coming from northern Baja California and the early stages of the Salinas harvest, while production in Oxnard begins to taper off. Demand has been steady since Easter and is expected to remain strong through Mother’s Day and Memorial Day, ensuring continued market activity. Overall, California is expected to have a successful strawberry season, with peak volumes anticipated in the coming weeks.

2. Weekly Pricing

Weekly Strawberry Pricing Important Exporters (USD/kg)

Yearly Change in Strawberry Pricing Important Exporters (W18 2024 to W18 2025) 

Mexico

In W18, Mexico's strawberry prices rose by 7.36% week-on-week (WoW) to USD 1.96/kg, with a 5.38% month-on-month (MoM) and a 13.29% YoY increase. This price uptick is due to strong local and export demand, particularly from the US, coupled with labor shortages during Mexico's Holy Week, which constrained harvest volumes. Additionally, persistent rainfall earlier in the season disrupted harvesting schedules, leading to a tighter supply. Despite forecasts indicating a 6% increase in strawberry production for 2025, driven by improved agricultural practices and favorable weather conditions, the immediate market dynamics reflect the impact of labor constraints and weather-related disruptions on supply and pricing.

Spain

Spain's strawberry prices remained steady at USD 1.90/kg in W18, reflecting a 47.29% MoM and a 22.58% YoY increase. This price rise is due to a significant reduction in production due to adverse weather conditions, including excessive rainfall and rising temperatures, which have negatively impacted yields. Despite the decline in volume, the quality of the strawberries remains high, and strong demand in European markets continues to support favorable prices. The combination of reduced supply and sustained demand has led to the observed increase in prices.

United States

In the US, strawberry prices rose by 18.59% WoW to USD 3.19/kg, driven by strong seasonal demand ahead of Mother's Day and Memorial Day and tightening supplies as the Oxnard harvest winds down and the Salinas season ramps up. However, prices remain lower, 15.83% MoM and 37.20% YoY, due to earlier market saturation from overlapping production in California, Mexico, and Florida. Improved weather conditions also boosted yields earlier in the season, leading to temporary oversupply and downward price pressure in prior weeks.

Egypt

In W18, Egypt's strawberry prices dropped by 13.51% WoW to USD 0.32/kg, reflecting an 8.57% MoM decrease due to the end of the fresh strawberry export season in early Mar-25. This seasonal transition led to an oversupply in the local market, exerting downward pressure on prices. However, YoY prices surged by 14.29%, driven by strong export performance earlier in the season, particularly to European and Middle Eastern markets, and increased global demand for both fresh and frozen Egyptian strawberries, which bolstered overall market value despite recent declines.

Italy

Strawberry prices in Italy declined slightly by 0.97% WoW to USD 5.13/kg in W18, with a 20.83% year-over-year decrease. This decline is due to increased local production, as favorable weather conditions have led to a surge in strawberry supply across major European fresh produce markets, including Italy. The abundant supply has exerted downward pressure on prices. However, MoM prices increased by 34.29%, driven by strong domestic and export demand, particularly for premium varieties like Sabrosa-Candonga. Despite some weather-related challenges earlier in the season, the consistent quality of Italian strawberries has sustained consumer interest, contributing to the observed price dynamics.

3. Actionable Recommendations

Improve Profitability Through Crop Planning and Market Diversification

Strawberry producers should reassess crop planning to improve profitability by focusing on early-season varieties, improving plant health, and exploring niche or underserved markets. Growers can adopt higher-yielding, disease-resistant varieties to extend the harvest window and reduce losses. For example, switching to early-fruiting cultivars helps avoid the EU tariff cutoff, while targeting premium markets in the Gulf or Asia may reduce dependence on traditional European buyers. Producers in Morocco, Egypt, and beyond can also collaborate with exporters to identify buyers for frozen or processed strawberries, which can stabilize demand and reduce pressure during the fresh export peak.

Focus on Protected Cultivation to Stabilize Yields

Strawberry producers should expand the use of protected cultivation methods like high tunnels, rain shelters, or plastic greenhouses to reduce the impact of excessive rainfall and temperature swings on yields. For example, growers in regions such as Spain, Mexico, and Morocco can install rain covers to protect flowering and fruiting stages, while producers in Poland or Turkey can use tunnel systems to manage moisture levels and heat buildup. This setup not only shields crops during unpredictable weather but also allows better control over disease and fruit quality, helping maintain stable volumes and meet consistent export demand.

Sources: Tridge, Agraria, Fresh Fruit, Freshplaza, Hortidaily, Huelva24, Interproberries