Market Situation
Autumn propagation of greenhouse strawberries has been steady, with volumes meeting or slightly below forecast and stable prices reported so far. A recent warm spell, with temperatures reaching 18°C in Limburg, raised local supply this week, causing auction volumes in Belgium and the Netherlands to spike unusually high. This, combined with consistently high shelf prices, led to a rapid decline in day trade prices.
Auction Price Trends
- Last week's auction prices were around 8–9 euros per kilo, but dropped to 4–5 euros just a week later.
- The sharp price reduction was a direct effect of increased supply, with promotional activities emerging in multiple European markets.
Retail and Distribution Response
“At Frankort and Koning, we benefit from a broad customer base across Europe, and we can activate those channels quickly. Quality is excellent, and our flexible packaging helps us manage higher volumes from our growers as well as any surplus from the auctions. We are seeing short-term promotions in several markets. Cooler weather next week will reduce supply again. Once this week's volumes clear the system, supply and demand should return to balance, and prices should strengthen.”
Impact of Early Egyptian Strawberry Season
The Egyptian strawberry season commenced earlier than last year, allowing for an extended period of supply to European customers. The fruit, grown in the Nile Valley with modern techniques and strict quality controls, provides strong flavor, uniform appearance, and long shelf life.
“Our Egyptian strawberry season starts today. It is earlier than last year, which means we can supply European customers with fresh, high-quality strawberries with good brix levels for a longer period.”
Daily air freight from Egypt ensures freshness and fast availability, and innovations like thermal covers for pallets protect fruit quality during shipments. Retailers and foodservice benefit from the reliable volumes, consistent quality, and uniform product presentation.
Future Outlook
- Promotional activity is expected to continue until volumes normalize.
- Cooler weather will likely slow supply, helping the market stabilize and prices to recover.
Author’s Summary
A surge in supply from early Egyptian strawberries and warm autumn weather led to price drops in Dutch and Belgian markets, but quality and distribution strategies are maintaining market stability as conditions shift.