The key factor is whether the berries are coming to market in the right volumes, at the right quality and at the right time when demand is able to absorb them at economically justified prices, EastFruit says. This is the conclusion that can be reached by analyzing the current situation in Europe, North America, North Africa and South Africa.
Unstable weather, rising production and logistics costs, uneven quality and rapidly changing market windows are shaping the contours of a selling season in which commercial success depends less and less on total yield and more and more on accurate market positioning.
Northern Europe – the value of a continuous sales cycle
In Northern Europe, the start of the local season is once again demonstrating the value of continuity of supply, according to FreshPlaza‘s Global Strawberry Market Outlook.
In the Netherlands, the proliferation of remontant varieties is helping growers to align production schedules and reduce reliance on short seasonal peaks. This is particularly important for retailers, who increasingly need stable volumes and reliable quality over a longer period.
At the same time, Northern European producers are warning: market prices are not rising fast enough to compensate for higher production costs, especially energy. This increases pressure on winter production and calls into question the long-term economics of year-round supply.
Southern Europe – the value of local production
Southern Europe, meanwhile, faces a more challenging picture. In Italy, the sector continues to expand, especially in the south of the country. Campania and Basilicata are increasing their share of national production, confirming the structural shift of the sector to the southern regions.
At the same time, the market is under noticeable price pressure. The significant presence of cheaper Spanish strawberries is putting pressure on Italian wholesale prices, although household demand remains relatively stable and strawberries have a strong presence in the consumer basket.
This means that the problem is not consumption per se. The challenge is competition between countries of origin and positioning in terms of variety, quality and price.
Spain is perhaps the clearest example of how quickly a season can move from scarcity to oversupply. The 2026 campaign started in extremely difficult conditions: heavy rains, low temperatures and winds drastically reduced volumes and negatively impacted berry quality. Export opportunities were limited and much of the production remained closer to the domestic market and Portugal due to the risks of longer transportation times.
By the time the weather improved and production began to recover, the market window had already narrowed. Other countries of origin were already on the market and Spanish exporters were forced to reduce prices significantly, in some places below profitability levels. For many producers, the most profitable part of the season was effectively lost.
This is an important signal to the European berry business as a whole. A later market entry does not automatically mean higher profits in the second half of the season. If a region loses its premium market window, higher volumes can become a burden rather than an advantage. Overall, the European market once again confirms that local provenance remains a strong commercial argument, but only when it is backed up by consistent quality and timely supply.
