1. Weekly News

Belgium

Strawberry Sales Surged in Belgium Ahead of Easter

In Belgium, strawberries were a key focus for wholesalers ahead of Easter, a busy period for the industry. As local spring produce, including strawberries, asparagus, and other vegetables, became more abundant, the warm weather significantly increased the strawberry supply, leading to a drop in prices. With Easter falling later this year, strong sales were reported, especially as Belgian strawberries gained popularity for their high quality and freshness. The abundance of local strawberries, along with growing consumer preference for domestic produce over often more expensive and lower-quality imports, contributed to a positive market response. Additionally, local raspberries and blackberries began to arrive, further boosting the appeal of homegrown fruits.

Morocco

Morocco Strengthens Position in Japan's Frozen Strawberry Market

Morocco achieved a record in frozen strawberry exports to Japan during 2024, reaching 5,972 tons valued at USD 9.9 million, representing a 14% year-on-year (YoY) increase and a 34% rise from 2022. Since beginning shipments to Japan in 1995, Morocco has steadily expanded its market presence, especially after 2015, emerging as a key supplier. By 2024, Morocco's share of Japan's frozen strawberry imports reached 16.7%, making it the third-largest supplier after Egypt and China. In addition to frozen strawberries, Morocco exports frozen raspberries and other fruits to Japan, with peak export periods from May to July. While Morocco's exports to other markets have declined, Japan, European, and North American markets remain key areas for growth.

United Kingdom

UK Saw Strawberry Production Surge Ahead of Easter

A three-week stretch of sunny weather in southern England has triggered an early surge in strawberry production, ensuring British-grown strawberries were available in supermarkets in time for Easter. Due to favorable weather and innovative cultivation methods, The Summer Berry Company in West Sussex has already produced 200 metric tons (mt), 50 mt more than during the same period last year. Warm days combined with cool nights have created ideal growing conditions, resulting in healthy plants and sweet, high-quality fruit. This early boost signals a promising start to the British strawberry season, with growers optimistic about the weeks ahead.

United States

Elly Amai Strawberries from Kyoto Are Japan’s Exclusive Luxury Fruit in Los Angeles

Elly Amai strawberries from Kyoto, Japan, have emerged as a luxury fruit at Erewhon in Los Angeles. Elly Amai strawberries are known for their exceptional sweetness, vibrant color, large size, and perfect symmetry, with only 0.002% of Japan’s strawberry production meeting these elite standards. Grown under carefully controlled conditions, these organic strawberries are harvested and shipped by air to the United States (US) within 24 to 48 hours to preserve peak freshness. Due to their delicate nature, they must be consumed within three days of arrival to maintain their premium quality, a factor that contributes to their high price and exclusive appeal in the upscale market.

Italy

NSG Open Day Showcases New Strawberry Varieties in Italy

The IV Open Day at Nova Siri Genetics (NSG) in Policoro, Italy, held on April 10, 2025, brought together strawberry industry professionals to explore the latest innovations in strawberry breeding. The event showcased NSG’s commitment to developing climate-resilient and disease-resistant varieties, introducing three new experimental cultivars, currently referred to as A, B, and C for now. As part of an internationally recognized breeding program, these selections aim to meet growers' evolving needs by combining strong agronomic performance with enhanced sensory qualities. Attendees had the opportunity to taste advanced berry selections and gain insights into the competitive landscape of varietal development, with a particular focus on genetic diversity and quality improvement.

2. Weekly Pricing

Weekly Strawberry Pricing Important Exporters (USD/kg)

Yearly Change in Strawberry Pricing Important Exporters (W16 2024 to W16 2025) 

Mexico

In W16, Mexico's strawberry prices increased by 0.54% week-on-week (WoW) to USD 1.87 per kilogram (kg), with a significant 64.04% month-on-month (MoM) surge and a modest 0.54% YoY rise. This price increase is due to the conclusion of Mexico's peak harvest season, which typically spans from November to March. As the season winds down, reduced supply leads to tighter market conditions, thereby elevating prices. Additionally, strong export demand, particularly from the US, continues to support higher prices. Mexico remains the leading supplier of fresh strawberries to the US, with exports projected to reach 752 thousand mt in 2025, driven by favorable weather conditions and improved agricultural practices. The combination of dwindling supply and sustained export demand has contributed to the observed price increases.

Spain

​Strawberry prices in Spain rose by 10.08% WoW to USD 1.42/kg in W16, with a 9.23% YoY increase due to several factors, including increased demand during the Easter holiday period, which typically boosts consumption, and a temporary supply shortage caused by adverse weather conditions affecting key strawberry-producing regions. However, prices dropped by 33.02% MoM due to a seasonal peak in domestic production, particularly from the Huelva region, leading to an oversupply in the market, and a shift in demand towards other fruits as the Easter period concluded.

United States

In W16, US strawberry prices slightly decreased by 1.32% WoW to USD 3.74/kg, marking a 29.30% YoY decline. This drop is due to increased supply from California's peak harvest season, which typically occurs from late April through June, leading to downward pressure on prices. However, prices have been very volatile over the past couple of months, rising by 47.83% MoM. This surge was primarily driven by earlier supply constraints caused by severe weather disruptions, including cold temperatures and snow events that delayed the harvest and reduced yields. Additionally, strong retail demand for strawberries, due to their versatility and health benefits, contributed to higher prices during this period.

Egypt

In W16, Egypt's strawberry prices dropped by 8.57% WoW to USD 0.32/kg, reflecting a 33.33% MoM decrease. This decline is due to the transition from the fresh strawberry season, which typically runs until early March, to the frozen strawberry campaign. The shift to frozen strawberries typically leads to lower prices, as the demand for frozen strawberries is generally weaker compared to fresh ones. International demand remained steady from markets like the Gulf Cooperation Council (GCC) countries, Asia, and Africa. Despite the recent price drop, there is a 14.29% YoY price increase. This surge is due to several factors, including increased production costs driven by climate change, rising input costs, and higher labor and transportation expenses. Additionally, the devaluation of the Egyptian pound has made costs more expensive, contributing to higher prices compared to the previous year.

Italy

In W16, Italy's strawberry prices dropped by 3.40% WoW to USD 3.69/kg, reflecting a 14.58% MoM decrease and a 13.38% YoY decline. The price drop is due to increased supply from favorable weather conditions, such as mild temperatures and consistent rainfall, which have supported better growth and higher yields. Additionally, advanced cultivation methods, such as the tabletop double-row gutter system, have enhanced yields and quality. However, the recent rainfall in large parts of Italy has negatively affected the quality and shelf life of strawberries, contributing to the price decrease.

3. Actionable Recommendations

Boost Early Season Sales Through Strategic Retail Promotions

UK strawberry growers should actively collaborate with retailers to launch early-season promotions that capitalize on the surplus and high quality of strawberries. Tactics can include limited-time Easter-themed bundles, in-store tastings, and targeted social media campaigns showcasing the freshness and taste of British-grown berries. These efforts can help accelerate sales, reduce the risk of overstock, and build early consumer demand to support momentum throughout the season.

Strengthen Japan-Focused Branding and Packaging

Moroccan frozen fruit exporters should enhance their market share in Japan by investing in Japan-specific branding and packaging strategies. Exporters can tailor packaging designs to highlight quality, food safety, and Morocco’s growing reputation as a premium supplier. Examples include adding Japanese-language labels, clean design aesthetics, and QR codes linking to traceability or grower stories. This approach can differentiate Moroccan products from Chinese and Egyptian offerings and deepen consumer trust in a competitive import market.

Sources: Tridge, Eastfruit, Freshplaza, Hai Duong, Hortidaily, Nova Siri Genetics Srl, The Standard