AFRICAN EXPORT NEWS
WITH
DR GODWIN OYEFESO
The African strawberry market is experiencing varied conditions across key producing regions.
While some countries are seeing strong production and stable demand, others face challenges such as weather disruptions, market competition, and shifting consumer preferences.
As the season progresses, growers are adapting to changing conditions to maintain supply and meet demand.
In South Africa, the strawberry season is transitioning from the Southern Cape to central regions, with demand remaining stable despite high prices.
Egypt’s fresh strawberry season struggled with low prices, leading many exporters to shift to frozen strawberries for better returns.
Finally, Morocco’s strawberry industry is in decline as growers switch to blueberries and avocados due to falling prices and market challenges.
South Africa: Strawberry season transitions from Southern Cape to central regions
The South African strawberry season is currently transitioning from the Southern Cape to the central regions of Brits and Bela-Bela. A market agent at the Johannesburg market reports receiving the final strawberries from George and the first batches from the central regions.
“Prices are still a bit high for customers, who only buy what they need,” the agent explains, noting that demand remains consistent among caterers, restaurants, hotels, retailers, and households with a strong preference for strawberries.
Currently, a 250-gram punnet of strawberries is priced between €1.45 and €1.90 at the market and €3.00 at high-end retail outlets. As the season progresses, strawberry volumes are expected to increase in June and July.
There has also been an expansion of strawberry fields across South Africa, driven by growing domestic demand and interest in exporting to the Middle East, where demand for strawberries is described as “insatiable.”
Egypt: Fresh strawberry season struggles as exporters turn to frozen options
In Egypt, the fresh strawberry season began in November and concluded in March, experiencing strong demand. However, prices did not meet exporters’ expectations, leading many to shift to frozen strawberries earlier than usual, by the end of November instead of the typical January-February period. At the start of the season, exporters set higher prices in an attempt to offset rising production costs. As a result, prices began at levels significantly higher, sometimes even double, those of the previous season’s start.
Despite this initial pricing strategy, prices collapsed within a week of the season’s launch, dropping by nearly 70%. This sharp decline was attributed to lower demand and market resistance to the high prices. Peak demand occurred between November and January, with key markets including Europe, Arab countries, and some Asian destinations. However, beyond this peak period, the market for Egyptian fresh strawberries remained limited.
The 2024-2025 season has proven challenging for Egypt’s fresh strawberry sector, with low prices and high production costs weighing heavily on producers. As a result, many exporters turned to frozen strawberries as a more viable alternative. The frozen strawberry sector has become a lifeline for growers, with projected export volumes of 350,000 tonnes.
Morocco: Strawberry industry declines as growers shift to other crops
In Morocco, the strawberry industry is experiencing a decline, with many growers abandoning strawberries in favor of more profitable crops like blueberries and avocados. Strawberry acreage has decreased significantly, falling from 3,700 hectares in 2022 to 2,300 hectares in 2025. The primary reason for this shift is increased competition, which has driven prices down, while Moroccan strawberries remain 10-15% more expensive than Egyptian strawberries.
The Moroccan fresh strawberry season typically lasts until the end of March, when European customs duties are imposed on strawberry imports, leading to a transition toward frozen strawberries. However, this year, the fresh strawberry campaign ended earlier than usual for most exporters, concluding in the first week of March. Heavy rains in Larache damaged the fruit and disrupted exports, further impacting the sector.
Growers are also grappling with other challenges, including deteriorating plant quality, increased exposure to disease, and a shortage of labor during peak harvest periods. These issues have compounded the difficulties facing the industry. One grower representative expressed serious concerns, stating, “I am very pessimistic about the future of the strawberry industry in Morocco