This episode explores key developments in the global fruits market.

• In India, unseasonal rains from May to October 2024 have devastated grape crops in major producing regions such as Nashik and Sangli, resulting in yield losses of up to 100 percent. This has caused a doubling of grape prices, pushing up wine production costs and leading to a 25 to 30 percent price hike in entry-level wines. Tax incentives that favor the use of local grapes have further intensified cost pressures. The grape shortage is also disrupting India’s fresh grape exports and wine export market, valued at 30 to 40 crore annually.
• Greece, meanwhile, continues to export strawberries to Germany and other European markets despite logistical disruptions, thanks to rerouted shipments through the Port of Patras. Favorable weather has enabled early, abundant harvests, with growers using strategies such as increased potted plantings and a focus on early-ripening varieties like Fortuna, Arwen, and Victory. However, Egyptian strawberries—cheaper but lower in quality are exerting downward pressure on Greek strawberry prices, which are already 15 to 20 percent below last year’s levels.
• In Florida, a new marketing campaign by the Strawberry Growers Association highlights the quality and flavor of local strawberries under the Fresh From Florida brand. The campaign uses digital platforms to reach consumers and supports Florida’s expanding strawberry production. Nevertheless, market saturation and perishability continue to pose challenges.
• Egypt’s strawberry sector has achieved a 150 percent increase in exports to Russia and a 25 percent rise in total exports for 2025, now reaching 86 countries. This growth is aided by an accelerated harvest season due to higher-than-average temperatures, improving Egypt’s export timing and competitiveness.
• In Southeast Asia, Korean strawberries are thriving as premium exports due to their high sugar content and quality. Varieties like Seol Young, developed locally, are favored in markets despite intense competition from Mexico, Spain, and the United States. However, dependence on a few specific cultivars and climatic sensitivity pose sustainability risks, emphasizing the need for ongoing innovation and varietal diversification.