Up until recently there were no California strawberries to be had. The season hadn't started. We sold berries from New Zealand, Mexico, and Florida. A strawberry that has to travel that far doesn't have much of a shot at being tasty. It was picked before it's prime, and then it spents days in refridgeration.
Cold storage hurts the texture of fruit.
Fruit is often served ice cold. This doesn't allow great fruit to shine. It is similar to serving wine too cold. Many of the lovely subtle flavors and aromas of a great glass of vino are masked by the cold. Take a trip to the local farmers market.