Italy has seen strawberry prices recover in early October after a September decline, with cooler weather slowing ripening and tightening supply. Planting is underway in the south as demand data shows strong household purchasing habits. In the Netherlands, greenhouse growers report steady volumes of Elsanta strawberries, with firm prices supported by demand. The sector continues its shift toward everbearing varieties.
France faces a 2% decline in strawberry production for 2025, with hot June weather and pest pressure reducing volumes. Remaining supplies come mainly from Rhône-Alpes, Roussillon, and imports from Belgium. In North America, harvesting continues across California and Mexico, though rain and shorter days are affecting ripening and quality. Supply is declining as Watsonville-Salinas nears the end of its season, leaving the market stronger.
© Viola van den Hoven-Katsman | FreshPlaza.com
South Africa's strawberry market has faced oversupply in Gauteng due to heat-driven rapid ripening, though prices are now recovering. Export demand has supported sales to the Middle East and Asia. Egypt expects its strawberry season to begin in November, with acreage increasing despite higher production costs. Frozen exports dominate, with 500,000 tons shipped annually compared to 50,000 tons of fresh.
Italy: Prices recover after September decline
The strawberry market has been positive for most of the summer, though some difficulties have emerged since mid-September. According to a major grower in northern Italy who cultivates remontant strawberries using soilless techniques, production runs from March through December. Over the past 10–15 days, prices have dropped due to weak consumer demand. However, starting in week 40, when temperatures fell, prices began to recover. Cooler weather slows ripening, reducing production and limiting market availability. "The foreign market pays better than the Italian one, but a price increase is needed at this point to cover higher production costs."
According to Ismea data, the average producer price was €4.93/kg in week 39, a 3.3% decrease from the previous week. This level marks the lowest point in recent weeks. The downward trend is also evident when compared to the same period in 2024, when prices were much higher. The year-over-year difference is 45.2%. September 2025 began with prices around €5.10/kg, which remained stable for two consecutive weeks. Planting operations are currently underway in southern Italy.
According to YouGov data, seven out of ten Italian households purchase strawberries. Households buy strawberries about seven times per year, spending an average of just over €3 per purchase and purchasing an average of 0.6 kg. During the February-to-June season, peak months occur in the middle of the campaign. In April, nearly six out of ten households buy strawberries, which are mostly sold in fixed-weight packs.
The Netherlands: Shift to everbearers continues
A leading Dutch greenhouse strawberry grower reports that volumes of Elsanta strawberries are now reaching full swing. Prices remain strong, supported by favorable growing conditions and steady demand. One of the main trends in the strawberry sector is the ongoing transition toward everbearing varieties.
France: Lower production forecast after weather impact
There are still a few batches of French strawberries available, particularly from the Rhône-Alpes and Roussillon regions. Many strawberries currently on the French market originate from Belgium. Demand is following the seasonal weather pattern, with consumers now turning to winter products.
For the 2025 French strawberry season, the national cultivated area is expected to be 3,669 hectares, almost identical to last year. National production is estimated at 70,200 tons, a 2% decrease compared to 2024. Hot weather in the second half of June affected production, leading to flower losses and the development of small, misshapen fruit that required extensive sorting during harvest. Pest pressure also contributed to the lower volumes.
North America: Harvest continues across regions
Strawberry harvesting is underway in Watsonville, Salinas, Oxnard, Santa Maria, and Central Mexico.
Watsonville-Salinas: This past week, a tropical storm brought light but persistent rain over several days, causing weather-related interruptions that also affected fruit quality. The region is estimated to be 80–90 percent through production.
Oxnard: New crop strawberries are developing, and the region is about one-third of the way through its fall crop. A good harvest is expected in the coming weeks, though shorter daylight hours slow ripening. Cooler night temperatures around the mid-50s are important for growth, but this season has seen warmer nights with only an 8–10 degree differential. Although there has been some recent relief, the crop continues to face pressure from shorter days and cooler nighttime temperatures.
Central Mexico: Season just starting
The season is beginning in Central Mexico, and as the transition continues from Watsonville-Salinas to both Oxnard and Central Mexico, growing conditions are expected to improve.
In the meantime, demand for strawberries has remained consistent, while supply is declining and will continue to fall as Watsonville-Salinas finishes. This has left the market significantly stronger now compared to a few weeks ago.
South Africa: Oversupply pressures ease in Gauteng
Recent high temperatures have led to rapid ripening in strawberry fields, resulting in an oversupply on the Gauteng wholesale markets in recent weeks.
"We've had a terrible three weeks, but it's starting to pick up now because it's the month's end and there's a little bit less stock coming to the market, so it's lifted the price a bit," says a strawberry wholesale trader. "The market was so full, we were sitting with 20,000 boxes."
Normally, shelf life in winter is around 10 days, but recent heat has reduced it, he adds. Strawberries are primarily grown in the Northwest Province and in the Western Cape.
In Gauteng province, wholesale prices are currently between €0.34 and €0.70 for a 250 g punnet, recovering from recent lows of €0.15 to €0.25 two weeks ago.
"There are a lot of people coming into the game, but if they're not exporting, they're going to lose a lot of money. It's important that strawberry growers also export. If they just rely on the local market, it's going to kill them."
Exporters have recently had a good run, selling to the Middle East, Indian Ocean islands such as Mauritius and Seychelles, as well as Malaysia, Singapore, and Hong Kong. South Africa has replaced Australia as the Middle East's preferred strawberry supplier.
Air freight space becomes limited when South African and Zimbabwean blueberry exports ramp up in August.
Egypt: Frozen strawberries dominate export outlook
The upcoming Egyptian strawberry season is expected to begin in November and run until March. Increasingly difficult climatic conditions are requiring more intensive farming operations and raising costs for labor, equipment, and treatments. Despite these challenges, acreage increased considerably at the end of last season across Egypt.
Prices are not expected to reflect the higher production costs, as supply will rise due to the expanded acreage. Last season, prices collapsed after a strong start. Many growers shifted very early to freezing strawberries for export, as fresh strawberry exports were not sufficiently profitable. The same trend is expected next season, with fresh strawberry exports becoming a complementary activity compared to frozen. Egypt is close to exporting 500,000 tons of frozen strawberries per year, versus 50,000 tons of fresh.
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