Producers in the Konya Plain are rushing to harvest Hüyük strawberries, a variety known for its superior taste and aroma, which have seen increased demand in domestic and international markets following European Union geographical indication registration. The high demand and the need to avoid frost during the critical autumn period make for a challenging but valuable time for both farmers and processors. The strawberries' value increases due to their high sugar content and durability, which allows them to be transported to Europe without freezing.