Strawberries value chain

Producers source certified strawberry runners from specialist propagators using licensed cultivars selected for fruit size, flavour and disease resistance. Substrate based tabletop production in tunnels is rapidly replacing soil based systems for improved ergonomics, hygiene and yield consistency.

Strawberries are cultivated in tunnels with fertigation, pollinator management and integrated pest control for two spotted spider mite and botrytis. Fruit quality depends on precise nutrient balance, temperature management and limiting water stress during fruit development.

Strawberries are hand picked at seventy five percent colour development directly into retail punnets in the field. Selective picking every two to three days and immediate placement in shade are critical as strawberries do not continue to ripen once detached from the plant.

Packed punnets are inspected for off grade fruit, sealed with breathable film and forced air cooled to two degrees celsius within two hours. Product temperature at dispatch is the single most critical factor determining retail shelf life and consumer satisfaction.

Off grade and overripe strawberries are individually quick frozen, pureed for coulis and dessert sauces or processed into jam and preserves. Strawberry jam is the highest volume fruit preserve in South Africa and processing stabilises income from fruit that cannot meet fresh market visual standards.

Fresh strawberries are distributed through premium retail channels with same day delivery from farm to distribution centre. The highly seasonal demand pattern with peak volumes in spring and summer drives dynamic pricing and promotional activity across all retail formats.