Freshfel Europe highlights resilience of strawberry sector amid 13 per cent production decline over past decade

Freshfel Europe’s general delegate Philippe Binard spoke at the International Strawberry Conference (ISC) 2025 in Antwerp this week, delivering a sharp analysis of the European and global strawberry market.

In his speech, Binard underlined both the assets and challenges of the strawberry sector in the face of economic, climatic, and geopolitical uncertainties.

Despite representing a €2.7bn high-value market, European strawberry production has fallen by 13 per cent over the past decade, with cultivation shrinking to 74,000ha.

Spain and the Benelux countries remain strong production clusters, while Greece and Poland are emerging as dynamic players.

EU production represents 11 per cent of the global production.

“Confidence in taste and quality, as well as building year-round trust from consumers, are essential for market growth within a complex world,” said Binard.

”The European strawberry sector is demonstrating resilience and permanently adapting proactively to meet stringent EU sustainability, safety, and compliance standards.”

Strawberries within the berry and fruit basket have much to offer, he noted, not only in terms of good economic value but also high health and environmental qualities.

The fruit is primarily sold locally, as it is estimated that 60 per cent of the 1.2mn-tonne production stays in the member states where they were grown.

Supply is, however, secured year-round with a winter supply from the south, switching to a northern supply in the summer months.

The strawberry market dynamic is underlined by a robust intra-EU trade of 400,000 tonnes worth €1.3bn.

Spain is the EU market leader, together with the Netherlands and Belgium as traditional key players while Greece and Poland are emerging markets.

Freshfel said that imports are not exceeding 20,000 tonnes and have contracted by 22 per cent in the last decade.

The main non-EU suppliers include Morocco and Egypt.

Strawberries continue to dominate Europe’s berry basket which, altogether, is now well over 800,000 tonnes in trade within the EU.

The fruit still accounts for 48 per cent of total intra-EU berry trade, though blueberries is the fastest-growing category, representing 31 per cent of intra-EU trade and contributing to the overall growth of the berry segment.

Beyond economic parameters, Binard emphasised the health and lifestyle assets of strawberries, from heart and digestive health to brain and immune benefits.

“Policymakers and consumers should view fruit and vegetables as the perfect medicine for people but also for the planet, as well as for the rural economy,” Binard outlined.

Strawberries remain a symbol of vitality and enjoyment, he outlined, but their future depends on navigating climate pressures, managing sustainably resources and inputs, staying competitive in a disruptive geopolitical context, and evolving consumer habits.

Collaboration across the supply chain and stronger EU advocacy will allow the sector to fully unleash both its health benefits and low environmental impact, Binard added.