Consumers most frequently buy strawberries in the summer — after Florida’s strawberry season has ended.
Ninety-six percent of U.S. residents living east of the Mississippi River said they typically purchase strawberries in June, July or August. Although 81 percent of shoppers said they typically purchase strawberries in the spring, or very end of the Florida strawberry season, only 28 percent bought strawberries in the winter.
Florida is the country’s second-leading strawberry producer and highest producer during the winter.
The state’s strawberry industry contributes $300 million to Florida’s economy annually but faces growing challenges from strawberries imported from Mexico. Consumers value Florida strawberries for the crop’s freshness, taste, price and quality, but seem unaware of when the strawberries are available, according to research from the UF/IFAS Center for Public Issues Education.
Sixty percent of consumers did not know when Florida strawberries were in season. Of the 40 percent who said they did, more than half mistakenly believed Florida strawberries were available during summer months. Only 18 percent believed Florida strawberries to be in season during the winter.
About two-thirds of consumers reported having seen a strawberry field in person or picked strawberries by hand. Sixty-two percent had visited a strawberry field and nearly half said they had interacted with a strawberry grower at a farm or farmers markets.
However, consumers’ experiences with strawberries does not always happen in Florida. Less than a quarter of eastern U.S. residents said they had seen a Florida strawberry farm and even fewer reported visiting one.
Despite not knowing when Florida strawberries are in season, national consumers recognize the state for producing high-quality and delicious strawberries.
When given the choice of purchasing strawberries from a variety of locations, 30 percent of consumers who live east of the Mississippi River said they would prefer strawberries grown in Florida. About 40 percent said they would buy strawberries grown in either Florida or California.
Consumers valued Florida and California strawberries for their perceived freshness, taste, price, quality and food safety regulations.
Beyond freshness, taste and price, the few who preferred strawberries imported from Mexico said they believed the crop to be grown organically and with better farm worker regulations.
Media contact: Joy Rumble, jnrumble@ufl.edu or 352-273-1663.
