1. Weekly News

Italy

Strong Demand for Basilicata Strawberries Drives Up Prices in Italy’s Key Markets

Strawberries from Basilicata, Italy’s primary growing region, are seeing exceptional demand across all sales channels, despite a delayed start to the season due to colder-than-usual temperatures and unfavorable weather conditions that slowed plant development, delaying flowering and fruit ripening. The fruit quality remains high, with abundant ripe strawberries, green fruit, and flowers on the plants. Harvesting is currently limited to twice a week, with initial sales concentrated in Milan, Brescia, and Novara, where demand exceeds supply. Expansion to other cities, including Turin, Treviso, Genoa, Verona, and Florence, is expected soon. Prices remain strong, with no sales below USD 7.84 per kilogram (kg), underscoring the high demand as the season progresses.

Strong Sicilian Strawberry Season with Steady Production and International Demand

The Sicilian strawberry season, which began on Nov-24 and will continue until May-25, is progressing smoothly without major plant diseases or production challenges. Sicily, particularly the Marsala area in the province of Trapani, remains a key hub for strawberry cultivation, with a strong emphasis on organic production. The strawberries are distributed across local and global markets, including Austria, Switzerland, and Germany, following carefully planned logistics to maintain quality. Despite an initial supply shortage in Nov-24 due to lower-than-expected early yields caused by unseasonably cool temperatures and slower plant development, demand remained strong. The peak season is expected between February and Apr-25, when production levels will fully stabilize. Early-season prices for premium conventional strawberries ranged from USD 8.36 to 11.50/kg before stabilizing, while organic products followed a distinct pricing trend. Structured planting schedules and precise marketing strategies support a steady supply throughout the seven-month season.

Netherlands

Covered Strawberry Cultivation Expands in the Netherlands, Germany, and Belgium

Strawberry cultivation under cover, including glass greenhouses and plastic tunnels, is expanding rapidly in the Netherlands and gaining traction in neighboring Germany and Belgium. Covered production now represents nearly 55% of total strawberry output across these three countries, reflecting a shift toward more controlled growing conditions. While overall strawberry production in the region has remained stable at around 250 million kg over the past decade, Germany has seen a sharp decline in outdoor cultivation. At the same time, Dutch and Belgian growers are increasingly repurposing outdoor fields for planting material rather than fresh strawberry production, highlighting an evolving industry strategy.

Spain

Spanish Strawberry Campaign Advances Despite Rain

Despite persistent rains in recent weeks, Spain's strawberry season in Western Andalusia is progressing as expected. The first strawberries ripened in early Dec-24 under favorable conditions, though cooler temperatures in Jan-25 briefly slowed production. With increasing daylight and rising temperatures, output is expected to climb, peaking in Apr-25. Demand remains strong, with Germany and France as the top export markets, accounting for 33.7% and 19.8% of European Union (EU) shipments, respectively. Limited supply has kept prices above the highest levels of the past four seasons, though a full-season analysis is needed to determine overall trends. As competition from third countries intensifies, Huelva's strawberry industry is prioritizing top-quality production to maintain its market position.

United States

Strong Pre-Valentine's Demand Drives Strawberry Shortage in the US

Strawberry supply in the United States (US) is lower than in 2024, leading to strong pre-Valentine's Day demand and keeping prices around USD 20 per unit. Harvests have begun in California’s Oxnard and Santa Maria regions, with normal volumes coming from Baja, while Central Mexico remains the primary supplier. However, Florida's season has faced setbacks due to hurricanes and cooler weather, delaying production despite recent warm temperatures. Florida's output remains stagnant at around 300 thousand trays per day, raising concerns about whether it can catch up. Meanwhile, as Central Mexico’s production declines seasonally, California’s harvest will largely depend on weather conditions.

2. Weekly Pricing

Weekly Strawberry Pricing Important Exporters (USD/kg)

Yearly Change in Strawberry Pricing Important Exporters (W7 2024 to W7 2025)

Mexico

Mexico's strawberry prices decreased by 3.33% week-on-week (WoW) to USD 1.45/kg in W7, reflecting a 12.12% month-on-month (MoM) drop and a 27.86% year-on-year (YoY) decline due to weaker demand and increased supply from other regions, particularly California. While Central Mexico’s production is seasonally declining, California’s output has remained stable, preventing a supply shortage. Additionally, market competition and quality variations have pressured prices downward.

United States

Strawberry prices in the US rose by 2.15% WoW to USD 5.22/kg in W7, showing a surge of 22.54% MoM and an increase of 5.45% YoY. The price increase is due to strong Valentine's Day demand and lower overall supply compared to 2024. While harvests have started in California’s Oxnard and Santa Maria regions with normal volumes from Baja, Florida’s production remains stagnant at around 300 thousand trays per day due to earlier challenges from hurricanes and cooler weather. The limited supply from Florida, combined with steady demand, has kept prices elevated.

Egypt

In W7, Egypt's strawberry prices declined by 14.55% WoW to USD 0.47/kg, with a 6% MoM drop and an 18.97% YoY decrease. The price decline is due to improving supply conditions as the season progresses, reducing scarcity-driven price surges seen earlier. Export demand has softened slightly as European buyers increasingly source from Spain and Morocco, where supply has expanded. Additionally, enhanced production efficiency in Egypt, driven by improved greenhouse cultivation and irrigation techniques, has stabilized yields, contributing to the overall price decline.

Italy

Italy's strawberry prices dropped by 4.19% WoW to USD 6.18/kg in W7, marking a 20.97% MoM decrease due to improved supply as the season progresses in Basilicata and the Sicilian harvest continues smoothly. The expansion of sales beyond the initial cities, like Milan, Brescia, and Novara, has also eased the supply constraints, resulting in a more balanced market. However, YoY strawberry prices increased by 43.39% due to the strong demand across all sales channels and the delayed season start, which led to reduced supply in early 2024. Additionally, the high quality of fruit and the absence of major production challenges have contributed to higher prices compared to last year.

3. Actionable Recommendations

Diversify Sourcing to Meet High Demand

Retailers and distributors should secure additional supply channels from Central Mexico and California to mitigate Florida’s production delays. Given strong pre-Valentine’s Day demand, adjusting procurement strategies and maintaining flexible pricing can help stabilize availability and margins. Importers should also explore alternative sources to fill potential supply gaps as California’s harvest remains weather-dependent.

Enhance Market Position with Quality and Strategic Timing

Strawberry exporters and growers in Huelva should focus on maintaining top-quality production to stay competitive as supply increases and competition from third countries intensifies. By optimizing harvest timing and leveraging strong demand in Germany and France, exporters can secure premium pricing. Additionally, monitoring full-season trends will help refine marketing and distribution strategies for sustained profitability.

Expand Distribution to Meet Strong Demand

Strawberry distributors and growers in Basilicata should accelerate expansion into new cities, including Turin, Treviso, Genoa, Verona, and Florence, to capitalize on strong demand. Increasing harvest frequency and optimizing logistics will help meet market needs while maintaining premium pricing. Ensuring consistent quality will be key to sustaining high consumer interest and supporting long-term growth.

Sources: Tridge, Freshplaza, Fruta de Andalucía S.C.A., I Frutti del Sole, Rabobank, Società Agricola Passarelli