Strawberries are a symbol of early summer. But despite their tempting aroma and flavour, they are among the most delicate fruits. Shortly after picking, they begin to spoil — a challenge for both consumers and producers across the Alpine region.
No Ripening After Picking
Unlike some fruits, strawberries don’t continue to ripen after harvest. If they are still pale pink or greenish, they’ll stay that way and never reach full flavour. That’s why experienced growers and market shoppers agree: choose only deep red, firm, glossy fruits with an intact green calyx.
Refrigeration Helps — But Without Water
To preserve aroma, strawberries should never be washed in advance — water removes flavour and speeds up spoilage. It’s best to store them in a single layer on a large plate, without plastic packaging, and always with the calyx attached. Pressing the fruit together in containers traps moisture and accelerates decay.
Harvest 2024: Lower Volumes, More Innovation
According to official data from Lower Saxony, one of Europe’s leading strawberry regions, this year’s harvest dropped by 16.3% compared to 2023. The main reasons: unfavourable weather and a shortage of seasonal labour. Around 22,200 tonnes were picked outdoors, with a total yield of 27,000 tonnes.
Nevertheless, protected cultivation (tunnels, greenhouses) increased by 8% in 2024. The goal: reduce dependence on weather and stabilise yields. This trend is accompanied by growing interest in direct sales and stress-resistant local varieties.
