New season strawberries slow, and price is low in New Zealand

After high hopes for a decent profit this season, strawberry growers could be looking at another tough year as low prices hit home earlier than usual. Waikato grower and Strawberry New Zealand board member Darien McFadden said the season kicked off well in late September with no late frosts and plenty of warm weather encouraging some early ripening. But prices have since taken an earlier than usual dive at wholesale level. “We have witnessed some very aggressive pricing-taking place in the market. That is making things a bit of a race to the bottom at present, and it is nowhere near the usual time in the season when prices are at their lowest.” McFadden is the country’s second largest strawberry grower, with 20ha in plants near Hamilton. He said growers had been hoping for a relatively profitable year after two seasons of covid impact making labour options limited, followed by last year’s wet, difficult season. He is seeing fruit sold wholesale for $10 a kg, at or below the cost ...