1. Weekly News

Germany

Strawberry Harvest in Saxony Improves Despite Declining Acreage

In Germany’s Saxony region, the 2025 strawberry season is expected to see improved yields compared to 2024, when late frosts caused production to fall 40% below average. While growers are cautiously optimistic, no official forecasts or price estimates have been announced. Favorable conditions, such as warm days and cool nights, support better fruit quality, though high humidity remains a potential threat. Despite the positive outlook, the long-term decline in strawberry cultivation continues, with planted area decreasing from 436 hectares (ha) in 2014 to just 275 ha in 2024, limiting the region’s capacity to meet local demand.

Peru

Peru’s Strawberry Exports Grow in Mar-25

In Mar-25, Peru exported 1.1 thousand tons of strawberries, reflecting a 6% year-on-year (YoY) increase compared to the 1.04 thousand tons exported in the same month of 2024. These exports were distributed across five markets, with Canada receiving the largest share at 50%, followed by the United States (US) with 20%. The trade was driven by 14 registered buyers, with two leading companies alone responsible for nearly 60% of the total volume, highlighting a concentrated export structure within the industry.

Philippines

Japanese Strawberries Enter Philippine Market After Import Ban Lifted

Japanese strawberries are now being sold in the Philippines after the import ban was lifted in Dec-24, following successful technical discussions between Japan’s Ministry of Agriculture and Philippine quarantine authorities that addressed pest-related concerns. These strawberries are currently available at Mitsukoshi Mall in Bonifacio Global City (BGC), supported by promotional efforts from the Japanese government and trade organizations aimed at introducing Filipino consumers to the premium quality of Japanese strawberries. Highlighting their quality and nutritional value, the campaign marks a key milestone in strengthening agricultural trade ties between the two countries.

Switzerland

Strong Start for Swiss Strawberry Season Despite Weather Challenges in May-25

In Switzerland, the strawberry season is progressing well, with 22 metric tons (mt) harvested in the week after Easter, and peak weekly volumes expected to reach around 1 thousand mt between May 19 and June 14. The Swiss Fruit Association forecasts a total harvest of 7.5 thousand mt, noting excellent quality to date. Favorable weather in Mar-25 and Apr-25 provided a strong start, though a brief cold snap and wet conditions in early May-25 temporarily slowed ripening. The main harvest is expected during W21 and W22, and growers remain optimistic for a successful season if weather conditions stabilize.

Ukraine

Strawberry Season Starts Slow in Ukraine as Prices Stay High

In western Ukraine, the strawberry season is in progress with the first greenhouse-grown harvests from Zakarpattia entering local markets alongside imports from Greece and Spain. Prices remain high, ranging from USD 3 to 4 per kilogram (UAH 120 to 150/kg), driven by increased costs of energy, seedlings, and fertilizers, with only a slight decline expected toward the peak season in late May or early June. While some consumers are drawn to the freshness and flavor of early strawberries, others, especially those on tighter budgets, are waiting for more affordable prices. Health experts advise moderate consumption of early-season berries, which may carry higher nitrate or pesticide levels, and recommend thorough washing and buying from trusted sources.

United States

Tunnel Systems Boost Strawberry Yields and Season Extension in Oregon

In Oregon, research from Oregon State University has shown that using plastic tunnel systems, especially low tunnels, can effectively extend the strawberry growing season and boost marketable yields. Since fall 2021, the study has focused on organic cultivation of two varieties, Albion and Seascape, across four systems: low tunnels, high tunnels, double tunnels, and open fields. Low tunnels delivered the highest marketable yields, with 'Albion' standing out for its superior size, sugar content, and growth rate. These structures also offer protection from rain and cold by increasing ambient temperatures around the plants. Although high tunnels are less labor-intensive, they come with higher costs. Overall, the findings point to a strong opportunity for expanding fresh, locally grown strawberry production in Oregon, where most strawberries are currently grown for processing.

2. Weekly Pricing

Weekly Strawberry Pricing Important Exporters (USD/kg)

Yearly Change in Strawberry Pricing Important Exporters (W19 2024 to W19 2025) 

Mexico

Strawberry prices in Mexico dropped by 8.67% week-on-week (WoW) to USD 1.79/kg in W19, with a 4.28% month-on-month (MoM) decrease and a 3.76% YoY decrease due to peak seasonal harvests in May-25 in major producing regions such as Michoacán and Baja California, which boosted supply in both domestic and export markets. The price drop is due to increased volumes outpacing demand, especially as export activity to the US begins to taper off with the start of California’s season. Additionally, milder weather conditions have favored higher yields, intensifying market competition and placing downward pressure on prices.

United States

In the US, strawberry prices increased by 8.46% WoW to USD 3.46/kg in W19, due to a temporary tightening of supply from key growing regions like California and Florida. Cooler weather conditions in these areas delayed crop progress, leading to reduced volumes and prompting a short-term price uptick. However, prices declined by 7.49% MoM and 27% YoY, because of an overall increase in supply as favorable weather improved yields. Additionally, the market faced downward pressure from boosted competition and a shift in consumer demand patterns, contributing to the observed price decreases over the longer term.

Egypt

In W19, strawberry prices in Egypt rose by 9.37% WoW and MoM to USD 0.35/kg, reflecting a 25% YoY increase. This uptick is due to a combination of factors. Firstly, the fresh strawberry season concluded on Mar-25, reducing availability in the market. Secondly, there has been a notable increase in demand for frozen strawberries, as many exporters shifted focus to frozen products earlier than usual due to challenges in the fresh market, such as lower-than-expected prices and high production costs. Additionally, rising inflation in Egypt, which reached 13.9% in Apr-25, has contributed to increased production and distribution costs, further influencing market prices. These combined factors have led to the observed price increase in the strawberry market during this period.

Italy

Italy’s strawberry prices rose by 4.68% WoW to USD 5.37/kg in W19, marking a 45.53% MoM increase and a 4.68% YoY rise. This upward trend is driven by rising temperatures in early May 2025, which have boosted consumer demand, especially in northern regions like Veneto and Emilia-Romagna, where production is focused. While demand is strong, high temperatures are also tightening local supply by accelerating ripening and stressing crops, contributing to the price increase. Simultaneously, reduced strawberry imports from Spain and diminishing supplies from southern Italy have tightened the market, leading to increased prices. Additionally, the high quality of Italian strawberries, characterized by their flavor and shelf life, has strengthened their appeal in local and export markets. However, the YoY price increase is modest, reflecting a stabilization in the market compared to the previous year's fluctuations.

3. Actionable Recommendations

Extend Shelf Life to Maximize Peak Season Gains

Strawberry producers should invest in rapid cooling systems and gentle post-harvest handling to extend shelf life during peak harvest weeks. Techniques such as forced-air cooling, vacuum cooling, and hydrocooling help quickly remove field heat, while soft-touch conveyors, padded sorting lines, and clamshell packaging minimize bruising. These practices help maintain fruit quality, allowing for longer distribution windows, better sales timing, reduced waste, and access to more distant or premium markets during periods of high supply.

Focus on Cost-Efficient Early Production

Strawberry producers in Ukraine, Spain, Greece, and other early-season regions should improve cost-efficiency in greenhouse operations to stay competitive during the high-price pre-peak window. Producers can switch to energy-saving technologies such as thermal screens or LED lighting, use substrate systems to reduce fertilizer waste, and adopt integrated pest management to minimize chemical inputs. These steps help maintain high fruit quality while keeping input costs manageable, allowing growers to offer competitive prices early in the season and capture demand from premium buyers and cost-sensitive consumers.

Build Premium Identity to Boost Export Value

Strawberry producers, especially from countries like Japan, the Netherlands, and the US, should invest in market-specific branding to position their fruit as premium in competitive export markets. This includes highlighting unique traits such as sweetness levels, advanced cultivation methods like vertical farming, or regional specialties (e.g., Japanese Tochiotome or Dutch greenhouse berries). Producers should use premium packaging, farm-origin storytelling, and QR codes linking to behind-the-scenes content. Collaborating with upscale retailers and launching in-store tastings or social media campaigns can reinforce the product’s premium status and attract higher-income consumer segments.

Sources: Tridge, Agraria, Daily Tribune, Diesachsen, Fresh Fruit, Hortidaily, Portalfruticola, Reuters, Seeds.org, Swissfruit