California is a major hub for strawberry farming, with over 12,000 hectares across Oxnard, Santa Maria, and Watsonville. The California Strawberry Commission supports growers and collaborates with the University of California, Davis on breeding new strawberry varieties. UC Davis has recently developed five new varieties, which are expected to set a new standard in the short day and day neutral market, and are set to be launched in the EU, Turkey, Egypt, Jordan, Australia, and Latin America.