Strawberry movement is off to a robust start as the spring/summer season gets underway.
As of April 18, California growers had shipped 47.8 million trays of eight 1-pound clamshells of conventional and organic strawberries, according to the Watsonville-based California Strawberry Commission. That's up from 32.7 million trays at the same time last year.
Chris Christian, the commission's vice president of market insights, attributes the volume surge to “unusually warm, dry winter weather in addition to new varieties and an increase in fall planted acreage.”
As the season progresses, she expects production to remain near the state's three-year averages. Total California strawberry production for 2025 was 236.7 million trays.
Meanwhile, Florida's production to date was about 20 million trays, down from about 30 million a year ago. Mexico's production was 41.6 million trays, down from 49.2 million last year at this time.
Conditions for Quality
California strawberry grower-shippers say they're pleased with this season's fruit.
“Overall strawberry quality is strong, with good flavor, firmness and sizing aligned with our premium standards,” says Brad Peterson, director of business development for Watsonville, Calif.-based California Giant Berry Farms.
“Despite some typical weather-related variability, disciplined harvest practices are maintaining clean, high-quality packs with excellent eating quality,” he adds.
Strawberry quality from Naturipe Farms LLC, Salinas, Calif., looks outstanding, says Jerry Moran, vice president of sales.
“We have a high bar for sweetness, texture and overall eating experience for customers,” he says.
The Golden State is the ideal place to grow strawberries, says Aaron Hunter, a member of the sales/procurement and category management team at Traverse City, Mich.-based North Bay Produce.
“California has the perfect soil and temperature to grow the sweetest summer berries,” he says. “Warm days and cool nights allow the berries to grow large as well.”
Santa Maria is the company's main growing area during the early season, while Salinas and Watsonville will build up steam in May, he says.
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Retail Opportunity
Spring/summer holidays are ideal strawberry occasions, grower-shippers say.
“We will have exceptional availability for the Mother's Day pull, with peak volumes centered in Weeks 15-19 (April 5 through May 9) as part of an extended peak season,” Peterson says.
Stem strawberries are a perfect addition to Mother's Day celebrations.
“They're great for those who are looking to dip them in chocolate or add them to something like a charcuterie board for Mother's Day,” Moran says.
Independence Day is another big strawberry occasion.
“The Fourth of July is a perfect time to promote strawberries as well as many other summer fruit offerings,” Hunter says.
Organic Outlook
Organic strawberries also are doing well, according to reports.
“The quality of our organic strawberries mirrors the high standards of our conventional crop, characterized by excellent flavor and vibrant color,” Peterson says.
Organic strawberry sales continue to outpace the overall growth of the berry category, he says.
According to the California Strawberry Commission, organic volume recently saw a year-over-year jump of 16%, with sales value following closely with a 14% increase, Peterson says.
“Our Fair Trade USA certification reinforces our commitment to responsible sourcing and delivering value beyond the fruit itself,” he adds.
Naturipe organic strawberry sales are performing well, driven by good weather in recent months, Moran says.
“Organic strawberry quality is very strong this season, supported by favorable growing conditions that have boosted both volume and fruit performance,” he says. “Berries are coming in sweet, juicy and vibrant red and will have consistent supplies throughout the season.”
With promotable volumes available, retailers will have a great opportunity to pair them with Naturipe organic blueberries — “the top two selling berries in the organic category,” he says.
Organic strawberry sales also continue to grow for North Bay Produce, according to Hunter.
“Quality has been excellent in Southern California currently and will start in Northern California in late May,” he says.
