Strawberry producers in Bulgaria's Kresna region are facing challenges such as high cultivation costs, labor shortages, and a harvest that is half the strength of the previous year, leading to an anticipated 30% price increase. The current price ranges from 4 to 5 BGN per kilogram. The lower prices in Greece are attributed to state subsidies for production. As a result, many producers are shifting to other sectors or reducing fruit production in favor of investing in vegetable greenhouses due to the financial pressures of fruit and vegetable cultivation.