Due to changing weather, many regions report a slight decrease in strawberry demand, typically higher during the summer. In the Netherlands, supply meets demand well, while Belgium maintains decent pricing despite a slight increase in volumes. Spain is preparing for the next season with new plantings in Huelva, while France sees lower prices and weaker demand, as is usual this time of year. Some regions in Germany faced crop losses from heavy rainfall, while Italy’s autumn harvest has been satisfactory with high producer prices between late September and early October.
Greece is gearing up for a large crop in the second half of the season. Egypt’s strawberry season starts in November, though it continues to face challenges from climatic and economic conditions. In North America, heat and hurricanes have affected supply, and in South Africa, the season is ending as hot weather reduces yields, with only Southern and Western Cape crops continuing into summer.
Netherlands: Strawberry Supply in Balance with Demand
This year, the usual supply peaks seen in October are absent, according to a Dutch fruit trader. “There is enough product to meet customer demand, and supply is well-balanced with demand,” he says. Last year’s poor autumn prices led growers to plant later, and the cold weather caused an earlier stop for tunnel-grown strawberries. However, warmer weather in September and early October extended the growing season in both the Netherlands and the UK, a key export market. Prices are currently favorable, around €5-6 per kilo. While large promotions usually occur during this period, they are less common this year, though increased volumes may become available in the next two weeks. Packaged greenhouse strawberries in the Netherlands are priced at €7.50 per kilo, and in the UK, equivalent to €13.50. Quality and brix levels are generally good, though adequate daylight is needed to maintain brix levels. If light decreases and night temperatures stay high, quality may decline slightly.”
Belgium: Prices Stabilize but Remain Strong
After September’s sky-high strawberry prices in Belgium, prices have normalized but remain solid. “Volumes have increased slightly, but we’re still seeing decent prices,” notes a Belgian trader. Even smaller strawberries are fetching good prices, indicating a strong autumn season. While volumes are expected to increase, prices are not anticipated to drop significantly, and ongoing demand from the market remains positive.
Spain: Over 360 Million Strawberry Plants to Be Planted in Huelva
In Huelva, Spain, the planting of 360 to 370 million strawberry plants for the current season is underway, with around 9 million plants being planted daily throughout October. A sector operator hopes for rainy autumn months to counter irrigation restrictions, which last season led to a reduction of 50% in water availability by May, causing some plantations to finish production early.
The 2023/24 strawberry season faced several challenges, with replanting delayed due to weather and drought conditions. As a result, volumes were limited until the end of January. Although rainfall in February helped recover volumes, excessive rain in the spring negatively impacted the harvest, causing losses in March and April. Despite these difficulties, Andalusian strawberry exports saw a 2% increase in volume and a 10% rise in value from December to July.
Spain: Huelva’s Strawberry Acreage Expected to Hold Steady
According to recent data, the strawberry acreage in Huelva is expected to remain stable this year, with a possible slight decrease. Huelva remains a leader in the European strawberry market, known for both volume and quality. While Morocco peaks in fresh strawberry production in December and January, coinciding with the early Spanish harvest, most of Morocco’s strawberries are used for processing during the end of its campaign in February and March. This leaves Huelva as the dominant player in the European market from February to April, a period that last year accounted for over 77% of the season’s total volume. Despite a 25% reduction in irrigation, the lower water needs during the colder months should allow Huelva to navigate the most critical part of the season without major issues.
France: Weak Strawberry Demand
French strawberries are currently finishing their season, with some supplies also coming from Spain and Belgium. However, prices are relatively low, and demand is weak, which is typical for this time of year. Even with a few sunny days, demand hasn’t picked up as consumers have shifted their focus to more seasonal produce since the school year began.
Germany: Strawberry Acreage Declines, Rainfall Causes Crop Failures
Strawberry acreage in Germany has continued to decline, with open-field growing areas shrinking by 13% year-on-year to about 8,100 hectares. Heavy and prolonged rainfall in some regions also caused crop failures, making it difficult for domestic production to meet high demand. As a result, Germany imported around 114,010 tons of strawberries last year, with most coming from Spain and Greece.
Germany: 2024 Strawberry Harvest Expected to Hit Record Lows
The 2024 strawberry harvest in Germany is predicted to be even smaller than the already poor 2023 harvest. According to preliminary estimates by the Federal Statistical Office (Destatis), only around 70,000 tons of strawberries are expected from outdoor cultivation, the lowest volume since 1995 (68,800 tons). This represents a 24% decline compared to the 2023 harvest of 92,700 tons and is 34% below the average harvest of 106,600 tons from 2018 to 2023. Prices for domestic strawberries have surged, reaching 8.57 EUR per kilo this week, a notable increase from 4.43 EUR per kilo last year.
Italy: Strawberry Prices Remain Strong
In Italy, the autumn strawberry harvest has been particularly satisfactory. A grower in the Marche region, cultivating over 26,000 plants in a soilless environment, reported that from late September to early October, producer prices peaked at €10/kg, later falling slightly to €7-8/kg—still considered highly satisfactory. The harvest, which began on 28 September, is expected to continue until mid-November, weather permitting. With pot plant seedling planting now complete in southern Italy, fresh seedling planting is ongoing and will continue until the end of the year. Early indicators suggest an increase in planted hectares compared to last year, especially in Basilicata and Campania, with favorable weather supporting seedling growth.
Data from GfK | YouGov shows that 69% of Italian households purchased strawberries at least once in the last 12 months (ending August 2024), with an average of nearly seven purchases per year, primarily between March and May. The average amount spent per purchase is rising due to overall FMCG price increases.
UK: Adverse Weather Cuts Strawberry Volumes by 30%
The UK’s strawberry season experienced typical fluctuations, but milder and duller weather during the summer led to reduced yields, cutting volumes by 30%. However, brix levels remained high, resulting in good fruit quality.
UK: Mixed Weather Affects Strawberry Production
A grower in southern England reported challenges during the summer, saying, “June was fine, but three weeks in August were very bad due to too much volume and not enough sales.” The bad weather in September, with insufficient sunshine, resulted in a 30% reduction in yields. While current production is low, volumes are typical for this time of year, although more sunshine would be welcome. Despite this, brix levels have been consistently good throughout the season. Demand remains steady, with some competition from imported strawberries, though all regions are experiencing similar weather conditions.
Greece: Strong Crop Expected in Second Half of Strawberry Season
Greece is preparing for a large strawberry crop in the latter half of the season. The Victory variety, which has become dominant in Greek greenhouses since its introduction in 2016, now accounts for 75-80% of total cultivation across approximately 2,100-2,200 hectares. Mild winters in recent years have allowed for early production, and if weather conditions remain favorable, this season’s crop could surpass last year’s. Interest in both bare-root and ready-grown Victory plants has been high.
Egypt: Climatic and Economic Challenges Impact Strawberry Production
Egypt’s strawberry season, starting in November, faces difficulties due to climatic and economic factors. Growers have struggled to source quality plants, leading to a 25% reduction in fresh strawberry acreage. However, this decline has been offset by an increase in strawberries destined for the frozen sector, keeping the total cultivated area relatively stable.
The decline in fresh strawberry volumes compared to frozen strawberries is largely due to plant quality issues and the favorable prices frozen strawberries fetched last season.
North America: California Heat Impacts Strawberry Quality
In North America, California’s strawberry supply remains available, but quality has been affected by a heatwave from September 27 to October 8. In Salinas-Watsonville, where the season is nearing its end, the heat has resulted in smaller and weaker berries. In Santa Maria and Oxnard, summer-planted strawberries are performing better, but shippers are picking lighter to avoid overly soft berries. Demand reflects the current quality of available berries, though late September and October are typically low-demand months. Additionally, hurricanes in the Southeast, including Helene and Milton, have dampened demand. In Florida, Hurricane Milton has impacted plantings, but there is still time to replant before the season starts in late December. In central Mexico, the strawberry harvest will begin lightly next week. Overall, the strawberry market remains weak.
South Africa: Strawberry Season Nearing Its End
In South Africa, the main strawberry season is concluding as rising temperatures diminish crop yields. Only the Southern and Western Cape regions will continue producing into summer. This season saw an influx of new growers, some of whom viewed strawberries as an ‘easy’ crop with high demand from the Middle East. However, strawberries require significant labor, and exports are only viable when the quality is top-tier. When new growers cannot meet export standards, their fruit floods the local market, driving prices down. A market trader noted that at the season’s low point, 250g punnets were selling for R3 to R4 (0.15-0.2 euros), well below farmers’ break-even costs. Currently, prices have recovered slightly, ranging from R10 to R12 (0.5-0.6 euros) per 250g punnet, but transporting strawberries from the Southern Cape to Gauteng—over 1,000 kilometers—remains costly. The Joburg Market reports an average daily price of R47 (2.4 euros) per kilogram. The trader also highlighted the risks of online sales, where strawberries often fail to meet minimum quality standards.
