Ukraine’s strawberry market is entering the peak of the season under pressure from spring frosts, high production costs and labour shortages. However, despite high prices at the start of the season, prices for Ukrainian strawberries may still decline significantly in early June, when supply reaches its seasonal maximum, EastFruit notes.
According to Taras Bashtannyk, President of the Ukrainian Horticulture Association, early strawberry prices in Ukraine are currently around 15–20% higher than in the same period last year. However, in his view, this increase should be assessed carefully, taking into account inflation and the exchange rate.
“If we adjust prices to the dollar exchange rate and inflationary factors, I would not really speak about a price increase,” Bashtannyk said in an interview with SEEDS.
The decisive period for the market will be the first half of June, when Ukraine traditionally sees the highest supply of open-field strawberries. According to Bashtannyk, during the peak of the season — from 1 to 15 June — prices may fall below last year’s level.
“I think that at the height of the season, the price of strawberries in Ukraine will be lower than last year. Possibly around UAH 80–90 per kg, about one and a half times lower. But it is difficult to say precisely — everything will depend on the weather,” he noted.
Frosts damaged around 20% of the expected crop
This year’s strawberry season has been strongly influenced by spring weather. According to Bashtannyk, frosts affected strawberry plantations across Ukraine, and some growers may lose around 20% of their planned harvest.
This is one of the factors that supported high prices at the beginning of the season. However, the damage does not necessarily mean a systemic shortage of strawberries on the Ukrainian market.
The Ukrainian strawberry market remains primarily domestic. Consumption of fresh strawberries in the country is relatively high, while production is growing gradually, without signs of major overproduction.
At the same time, the market remains extremely sensitive to weather. Rainfall during the ripening period can reduce fruit quality, shorten shelf life and increase losses, while hot weather can accelerate harvesting and put additional pressure on prices.
Many new growers entered the market after last year’s high prices
In recent years, berries — and strawberries in particular — have attracted many small Ukrainian farmers. The reason is clear: in theory, strawberries can provide a relatively fast return on investment. However, Bashtannyk warns that the reality is often more complicated.
Many farmers planted strawberries this year or last autumn because prices were high last season. But after one or two years, some of them may face a different economic picture: lower prices, higher production costs and more difficult profitability.
“Price fluctuations have always existed, exist now and will continue to exist,” Bashtannyk said.
According to him, large producers no longer dominate the Ukrainian strawberry sector in the way they once did. Over the past decade, many large farms have either left the market or significantly reduced their strawberry area. At the same time, the number of small producers has increased.
This reflects one of the most important structural changes in the sector: strawberry production in Ukraine is becoming more localised and fragmented.
Large strawberry plantations are increasingly risky
The trend towards smaller farms is not only a market phenomenon. It is also a response to production risks.
Strawberries are one of the most labour-intensive crops in horticulture. Harvesting requires many workers within a short period of time, and this is becoming increasingly difficult in Ukraine due to the shortage of labour.
Bashtannyk believes that concentrating large strawberry plantations in one location is now a risky and difficult model. To have a strong short-term impact on the Ukrainian market, a company would need at least around a thousand hectares of strawberries — but managing such volumes under current labour conditions would be extremely challenging.
Therefore, the sector is moving towards a more decentralised model, where production is spread among many smaller farms.
Variety choice depends on region, not fashion
Ukrainian berry growers are becoming more attentive to variety selection. However, Bashtannyk stresses that there is no universal strawberry variety that is ideal for all regions of Ukraine.
For southern regions, early varieties are generally more profitable because growers can enter the market earlier. In northern regions, later varieties may be more suitable and economically attractive.
As for breeding, Bashtannyk highlights three main programmes that remain important for Ukrainian producers: Italian, British and Dutch selection.
At the same time, he points to a serious gap in Ukrainian strawberry breeding. Unlike some other berry crops, Ukraine does not currently have strong domestic commercial strawberry varieties that play a visible role in the market.
Freezing is developing, but jams are losing relevance
Processing is another important part of the strawberry market, although Bashtannyk notes that it should not be reduced only to jams and preserves.
In reality, the main form of berry processing is freezing. This segment is developing in Ukraine, especially as consumers increasingly choose frozen berries for winter use. In contrast, demand for jams and preserves appears to be declining.
According to Bashtannyk, many consumers now perceive jam as less healthy because of sugar and other ingredients. Frozen berries, by comparison, are seen as a more natural and practical product.
However, when it comes specifically to frozen strawberries, Ukraine’s growth prospects are mainly linked to the domestic market. On the international market, Ukrainian producers face strong competition from countries such as Tunisia, Morocco, Egypt and China, where production costs are often lower.
This means that Ukraine is unlikely to rapidly increase exports of frozen strawberries. For Ukrainian growers, the main market for strawberries remains domestic fresh consumption, while freezing is developing mainly as an internal processing channel.
Labour migrants are not yet a systemic solution
Labour shortages remain one of the most difficult challenges for Ukraine’s berry sector. Discussions about attracting foreign workers have intensified, but Bashtannyk says that Ukraine has not yet formed the necessary infrastructure for systematic use of migrant labour in berry harvesting.
The problem is the short season. Berry harvesting usually provides employment for only a few months, while labour migrants often look for work for one, two or even three years.
In other countries, there are two main models. Some companies invite migrant workers directly for long-term employment. Others use agencies that bring workers into the country and send them to different farms for short periods — sometimes for a month, a week or even a single day. The second model is more flexible but also more expensive.
For Ukraine, this system is still at an early stage. At the moment, it cannot be said that migrant labour is already systematically used in berry harvesting.
Outlook: a difficult but not catastrophic season
The 2026 Ukrainian strawberry season is developing under several pressures at once: frost damage, high production costs, fragmented production, labour shortages and unstable weather.
However, the situation does not look catastrophic. Ukraine does not currently have significant overproduction of strawberries, but it also does not face a deep structural shortage. The final result of the season will depend largely on the weather during the peak harvesting period and the speed at which fresh berries enter the market.
For growers, this season once again confirms a key lesson: strawberry production can be profitable, but it is not a simple business. Success depends not only on planting area, but also on variety selection, harvest timing, labour management, quality control and access to reliable sales channels.
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