Strawberry Struggles

The Hidden Struggles Behind the Sweet Harvest | FruitCast

‘A single frost, a sudden temperature drop, or an unpredicted heatwave can undo an entire season’s work’

That's how one of our FruitCast farmer customers describes the harsh reality of a failed harvest, whether it's an oversupply of berries or not enough to meet their commitments to retailers.

Growers witness first-hand the relentless power of the elements shaping their berry crop’s fate. Harsh weather, paired with inaccurate yield forecasts, sends ripples through the entire supply chain - from farm to retailer to consumer.

Issues like this are just one way FruitCast aims to address previously unsolved challenges, as waste fluctuates and UK farm holdings face a steady decline. With farms becoming less profitable, many may not survive the mounting pressures.

At FruitCast, we tackle these age-old challenges head-on, striving to reduce waste while supporting UK farms as they fight against decreasing profitability and increasing pressure. Without innovation, many of these farms may not survive.

From Flower to Basket: The Challenges of Strawberry Farming

Every strawberry reflects the hard work and challenges growers face - battling unpredictable weather, managing labour shortages and striving to minimise waste. It's important for consumers and retailers to understand the immense effort behind a successful harvest and the hidden battle farmers face daily. Behind every berry is a hidden struggle but also a story of resilience and innovation.

The UK produces an impressive 106.4 thousand tonnes (1) of strawberries annually, solidifying its position as a leader in the soft-fruit industry. These berries are celebrated not only across the country but also on the global stage, where they showcase the exceptional quality of British produce. Found on the shelves of major retailers like Tesco, Sainsbury’s, Morrisons, and Waitrose, as well as in high-end grocers and international markets, British strawberries are a symbol of premium farming standards.

(1) Source: Defra statistics: crops ([email protected])

Renowned for their outstanding quality, UK strawberries are a testament to the dedication of growers. Achieving this scale and consistency requires precise conditions: consistent sunlight, steady warmth, and just the right amount of water and nutrition. Growers understand that even the smallest imbalance can affect yields, making every harvest a careful interplay between nature and expertise.

The Red-Berry in detail

A perfect strawberry is the result of precision and care, combining ideal size, shape, colour, and flavour. It should be plump with a vibrant red hue and a glossy sheen that signals peak ripeness. The ideal berry weighs around 15–25 grams, depending on the variety, and is fully ripe, offering a firm yet juicy texture. Nutrient-rich, it is an excellent source of vitamin C, antioxidants, and dietary fibre. Achieving this level of perfection requires meticulous attention to environmental factors, harvest timing, and post-harvest care to preserve its quality.

Shelf Life and Costs

The shelf life of strawberries is short, typically 3–5 days under optimal conditions of refrigeration and humidity control. After harvest, they must be transported and sold quickly to maintain their freshness. Strawberry prices vary by season, region, and retailer; typically a grower could expect a range of £2-£10 in the season, averaging around £3.60 per kilogram during peak supply. Despite their popularity, the UK faces a significant challenge with waste often due to overproduction, aesthetic imperfections, or shelf life expiration.

Class 1 vs. Class 2 Strawberries

Strawberries are graded into Class 1 and Class 2 categories based on appearance and quality. Class 1 strawberries are premium-grade, meeting strict criteria for size, shape, colour, and flavour. These berries are destined for fresh markets and command higher prices.

Class 2 strawberries may have minor imperfections such as uneven shapes, blemishes, small, white shoulders or slightly softer textures. While these berries still deliver the same juicy taste and nutrient value as their Class 1 counterparts, they fall short of the strict aesthetic standards typically required for premium-grade fruit. In some cases, supermarkets may accept Class 2 strawberries, particularly when supply is tight, adjusting their standards to include these "wonky" berries.

For growers, the classification of Class 2 varies; some may treat them as waste to maintain high-quality thresholds, while others repurpose them for frozen products, jams, purées, or other processed goods. Although Class 2 berries lack the uniform shape of Class 1, their potential to meet consumer needs while reducing waste makes them an important consideration in tackling the industry’s ongoing challenges with overproduction and food loss.

FruitCast Yield Predictors

By combining berry expertise with advanced artificial intelligence, farmers gain a significant advantage in producing accurate berry forecasts.

The FruitCast system is allowing the grower to, easily, record and track millions of fruits and flowers each day. Using the tracked crop load, berry weight forecasts and precise weather forecasting is used to generate accurate yield forecasts for every day for the next 3–5 weeks. Moreover, the many micro-forecasts for each flower and fruit containing qualitative information such as maturity level, quality, shape and age are available for every single berry observed on the farm and can be used to forward drive better decisions.

Recording video data of strawberry crops provides valuable insights into the external factors that affect the berries throughout the growing season.

- Jordan Gell, a Mechatronics Engineer at FuitCast.

For over five years, FruitCast has been developing yield forecasting software and a user-friendly farm management portal designed to support farmers in achieving accurate strawberry yield predictions. This sophisticated software has been trained to analyse strawberry maturity and forecast total crop production in tonnage, enabling farmers to coordinate effectively with workers, retailers and maximise resource utilisation.

Join the FruitCast Community Today

Becoming part of the FruitCast community means joining a group of forward-thinking farmers who are redefining success in agriculture. The future of farming is data-driven, and FruitCast is here to help you harness the power of your data. With spots filling up quickly for 2025, now is the time to secure your place and start realising the potential of technology-driven agriculture.

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Transform Your Farm’s Future with FruitCast - Because Every Berry Matters.