Brazilian strawberry producers are grappling with reduced production and fruit quality due to high temperatures and phytosanitary issues such as Drosophila fly infestations and mites. However, some regions like Alecrim are expanding their cultivation areas due to good economic returns. To adapt, producers are focusing on online sales, drastic plant pruning, and preparing for the next harvest. Strawberry prices fluctuate between R$ 14.00 and R$ 30.00 per kilo, depending on the region and sales method.