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Leading European strawberry and berry producers, Spain, Italy, France, and Portugal, are pushing for direct dialogue with European Union (EU) institutions to harmonize regulations on active substances and sustainable farming practices. At a recent meeting in Italy, industry representatives highlighted the need for a common framework under the Farm to Fork 2030 strategy. Despite rising production costs, consumer demand remains strong, and cultivation areas are set to expand by 2% in 2025, reaching 6,400 hectares (ha) in Spain and 4,200 ha in Italy. Research on sustainability, climate impact, and new technologies was also presented, alongside field visits to innovative farms.
The Greek strawberry harvest has begun, with initial batches destined for export, particularly to European supermarket chains, where demand is strong, especially from Germany. Currently, Greek exporters are securing high prices due to limited supply. The main varieties harvested in mid-November are Fortuna and Arwen, with experimental varieties like Marisma also in production. While strawberry cultivation in Greece has expanded by 200 ha this season, reaching 2,500 ha, labor shortages remain a concern. Workers may shift to the ongoing olive harvest, prompting growers to seek seasonal labor from Central Asia. The peak season is expected between March and early May.
While Ukraine expanded its strawberry cultivation areas last season, labor shortages and severe spring frosts led to a decline in production, with -6 to -9°C temperatures destroying 70% of late varieties. Additionally, poor seedling cultivation practices have further weakened the market, increasing reliance on imports from the Netherlands, Italy, and Poland. Despite these challenges, producers supplying high-quality strawberries benefited from better market prices.
Strawberry prices on Ukrainian wholesale markets have risen sharply due to recent cooler weather, with prices reaching USD 1.26 to 2.02/kg (UAH 50 to 80/kg), marking a 37% increase week-on-week (WoW). Despite the open-field berry season being well underway in southern and western Ukraine, supply remains tight. Currently, domestic strawberries are nearly 50% cheaper year-on-year (YoY), yet market players anticipate a possible price decline as stabilizing weather conditions are expected to boost yields and expand supply in the near future.
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In W8, strawberry prices in Mexico increased by 19.31% WoW, reaching USD 1.73 per kilogram (kg), after two weeks of price drops due to weaker demand and higher supply. The price uptick this week was driven by a slight recovery in demand, but month-on-month (MoM) and YoY prices still show a decline, down 7.98% and 3.35%, respectively. This overall drop is largely due to weaker demand and an increase in supply from regions like California, a major competitor in the North American market. California's increased supply pressures Mexican prices as both regions compete for market share, with California's higher quality often influencing consumer preference and further driving down Mexican prices.
In W8, Spanish strawberry prices stood at USD 3.17/kg, marking a 2.26% WoW increase from W7. This rise is attributed to steady export demand, particularly from Germany (33.7% of EU shipments) and France (19.8%), despite persistent rains in Western Andalusia. The ongoing harvest has progressed as expected, although cooler temperatures in Jan-25 briefly slowed production. On a YoY basis, prices are up 21.92%, driven by resilient demand and overall market strength compared to W8 2024. However, prices declined by 27.95% MoM, reflecting the sharp W5 peak when supply constraints and high demand pushed prices significantly higher. While prices have adjusted downward from that surge, they remain elevated compared to last year.
In W8, strawberry prices in the United States (US) remained stable WoW at USD 5.22/kg, reflecting short-term market stability. However, prices have risen 7.85% MoM and 18.64% YoY. This increase is primarily due to a lower overall supply compared to 2024. While harvests in California's Oxnard and Santa Maria regions are proceeding as expected, and Baja's production is steady, Florida's output has stagnated at approximately 300,000 trays per day. This is a result of earlier disruptions caused by hurricanes and cooler weather. Additionally, imports from other regions have been lower than usual due to high taxes, which has further tightened supply. The combination of limited supply from key growing regions and steady demand has kept prices elevated.
In W8, strawberry prices in Egypt rose 17.02% WoW and 10% MoM to USD 0.55/kg, stabilizing after last week’s sharp drop. As the season restarts, prices have remained volatile, but this week’s increase signals a return to more typical levels. However, YoY prices remain 22.54% lower due to improved supply conditions as the season progresses, reducing the scarcity-driven spikes seen in 2024. Export demand has softened as European buyers shift toward Spain and Morocco, where supply has expanded. Additionally, enhanced production efficiency in Egypt, driven by advancements in greenhouse cultivation and irrigation, has stabilized yields, further contributing to the overall price decline.
In W8, strawberry prices in Italy fell 19.42% WoW and 38.44% MoM to USD 4.98/kg, driven by increasing supply as the season advances in Basilicata and Sicily’s harvest continues without disruptions. The expansion of distribution has further alleviated supply pressures, contributing to a more stable market. Despite these recent declines, YoY prices remain 8.26% higher, supported by strong demand across all sales channels and the delayed start of the season, which initially limited availability. Additionally, the consistently high quality of the fruit has helped sustain elevated price levels compared to the previous year.
Greece and Ukraine face labor shortages that threaten harvesting efficiency. Growers should adopt automated harvesting solutions, such as Spain’s pilot tests with robotic strawberry pickers, to offset labor constraints. Simultaneously, seasonal labor diversification strategies, such as Greece's move to recruit workers from Central Asia, can be expanded across other countries to stabilize workforce availability.
Greek strawberry exporters are currently capitalizing on high prices due to limited supply. To sustain profitability, they should strengthen contracts with German and Nordic retailers, where demand remains robust. Similarly, Ukrainian producers should explore alternative markets in Eastern Europe, leveraging quality improvements through advanced seedling cultivation and cold storage investments to enhance competitiveness.
Mexican prices declined due to competition from California. To counteract this, exporters should highlight Mexico’s lower pesticide residue levels (relative to some US growers) and improve post-harvest handling to enhance shelf life. Targeting premium organic markets and direct-to-consumer models in the US can also help sustain demand amid price pressure.
Sources: Tridge, Agro Trend, East Fruit, Fresh Point
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