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Egypt's fresh strawberry season concluded in early March, transitioning into the frozen strawberry campaign that will run through May to meet local and international food industry demand. The peak of the fresh season, from November to Christmas, saw strong demand from European, Arab, and Asian markets, driven by the high quality of Egyptian strawberries and the country’s efficient supply chains. Long-term contracts supported consistent shipments to Europe and the United Kingdom (UK) until March, but a seasonal dip in post-Christmas European demand led exporters to pivot toward Gulf, Asian, and African markets, where interest remained steady. Although initial prices were double those of the previous season, the sharp rise in production and shipping costs ultimately eroded profit margins, posing challenges for exporters despite the strong global appetite for Egyptian strawberries.
In Maharashtra, India, the key strawberry-producing region of Mahabaleshwar in Satara district has been hit hard by unseasonal high temperatures, severely disrupting cultivation. Since Feb-25, temperatures have remained around 35 to 36 degrees Celsius (°C), far exceeding the optimal 15 to 20°C for strawberry growth, causing premature ripening, smaller fruit size, and diminished flavor. The prolonged heat has disrupted fruiting cycles, damaged a significant share of the crop, and left much of the produce unfit for sale. Farmers across Mahabaleshwar, Wai, and Jawali talukas are facing estimated production losses of up to 50%, further strained by rising input costs, flower drop, and heightened vulnerability to pests and diseases triggered by extreme weather stress.
In Italy, strawberry cultivation is progressing through the adoption of table-top, double-row gutter systems introduced by Basilicata-based greenhouse manufacturer Combimetal Carrera. Currently implemented across three hectares (ha) with over 400 thousand strawberry plants, Italian producers plan to expand this innovative approach to seven ha with one million seedlings. The system significantly enhances fruit quality and yield, producing uniformly colored strawberries with high sugar content (10 to 12 Brix) and weights over 40 grams (g). Beyond boosting productivity, the table top method promotes sustainable agriculture by improving working conditions and reducing environmental impact. Designed to prevent shading and ensure consistent production, the system is gaining momentum as growers gear up for further expansion in 2025.
In the US, the strawberry season on California’s Central Coast is off to a promising start, supported by recent rainstorms that have delivered much-needed moisture to crops in the Santa Maria Valley. Strawberries continue to be Santa Barbara County’s leading agricultural product, generating a gross value of USD 775 million in 2023—well ahead of other crops. While the rainfall has generally benefited crop development, it also presents challenges, as excess moisture can cause fruit rot. To address this, growers use plastic mulch to prevent berries from coming into direct contact with wet soil. So far, the weather has aided early-season growth without major challenges, but farmers remain vigilant, as rainfall during the peak harvest period, particularly around Easter, could impact production schedules, harvesting operations, and worker safety.
The United States (US), particularly California, is experiencing a strong strawberry season marked by high yields and excellent fruit quality across major growing regions. In Santa Maria, conventional and organic strawberries are displaying optimal size, flavor, and overall quality, with peak volumes projected by mid-May-25. Meanwhile, production is steadily increasing in Watsonville and Salinas, where harvests are expected to remain strong through June despite minor challenges from spring rains. This consistent surge in supply offers prime promotional opportunities for retailers and food service operators, as California maintains a reliable flow of premium strawberries throughout the peak season.
Mexico's strawberry prices surged by 27.19% week-on-week (WoW) to USD 1.45 per kilogram (kg) in W14, marking an increase of 16.94% month-on-month (MoM) due to tightening supply caused by recent adverse weather conditions that damaged crops and delayed harvests, especially in Michoacán and Baja California. The reduced availability and steady demand from domestic and export markets pushed prices higher. However, year-on-year (YoY) prices dropped by 5.23% due to a still-lagging recovery from earlier overproduction cycles and continued market adjustments following last year's tight supply and high prices.
Spain's strawberry prices surged by 23.72% WoW to USD 3.13/kg in W14 due to reduced availability following extensive crop damage caused by storms and heavy rainfall in late Mar-25, particularly in the key producing region of Huelva. The adverse weather disrupted harvesting operations and led to short-term supply shortages, temporarily pushing prices up. However, prices dropped by 21.95% MoM and 12.32% YoY due to the broader seasonal trend of increasing volumes as the harvest progresses and more stable weather returns. Additionally, improved yields from newly recovering fields and intensified competition from other European suppliers are contributing to overall downward price pressure compared to the previous month and year.
US strawberry prices increased significantly by 23.72% WoW to USD 3.13/kg in W14, driven by strong retail demand and limited early-season supply. Although favorable weather and early harvests in California’s Central Coast, especially in the Santa Maria Valley, supported good fruit quality, the supply has not yet reached its seasonal peak. Retailers took advantage of the fresh, high-quality fruit for promotions, contributing to the short-term price increase. However, prices were down 21.95% MoM and 12.32% YoY, as the peak harvest season, typically from late April through June, approaches. As more strawberries enter the market, supply is expected to rise, putting downward pressure on prices. In addition, a temporary surplus from earlier harvests and higher-than-usual production levels last year have contributed to the YoY decline.
Strawberry prices in Egypt fell by 8.33% WoW to USD 0.44/kg in W14, with a 15.38% MoM decrease and a 6.38% YoY decline. The price decrease is due to the conclusion of the fresh strawberry season and the transition to the frozen strawberry campaign, which typically sees lower prices due to the shift in demand and product type. Although international demand from markets such as the Gulf, Asia, and Africa remained steady, the decline in post-Christmas European demand and the continued high costs of production and shipping have put downward pressure on prices. These factors, coupled with the transition to less premium frozen products, contributed to the observed price decline.
In Italy, strawberry prices dropped by 12.27% WoW to USD 3.79/kg in W14, representing a 6.65% MoM decrease and a 10.19% YoY decline. The price dropped due to the increased availability of strawberries following the adoption of advanced cultivation methods, such as the table-top, double-row gutter system. This new system, currently expanding in Italian fields, has significantly boosted strawberry yields and quality, leading to a larger supply in the market. Additionally, the seasonal shift and the movement from higher-priced early-season strawberries to larger volumes of the standard crop contributed to the price decrease. The system's ability to enhance fruit quality and yield while lowering environmental impact has increased production efficiency, putting further downward pressure on prices.
Strawberry growers in Maharashtra should adopt climate-resilient farming practices to mitigate the impacts of rising temperatures. This includes investing in shade netting to reduce heat stress and adopting irrigation systems like drip or misting to maintain optimal humidity levels. Additionally, farmers should explore heat-tolerant strawberry varieties and implement integrated pest management to reduce crop damage from pests exacerbated by the heat. Collaborating with agricultural experts for regular crop monitoring and adjusting harvest schedules based on temperature forecasts can also help protect against future disruptions.
Strawberry producers in Italy should accelerate the adoption of table-top, double-row gutter systems to maximize yield and fruit quality. By expanding this innovative method to more ha, growers can improve consistency in fruit size, color, and sugar content while promoting sustainable practices. Additionally, incorporating the system on larger scales will reduce labor costs and enhance working conditions by minimizing bending and providing better pest control. For growers, investing in training and additional infrastructure will be crucial to ensure successful implementation and continued growth in strawberry output for 2025.
Sources: Tridge, Combimetal Carrera Srl, Freshplaza, Hortidaily, Keyt, Krishak Jagat, Legacy Farm for Strawberry Production and Export
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