page_title: Strawberry
section_title: Marketing
hierarchical_section_title: Strawberry / Marketing
caption_attribution_description: English: Close-up of some strawberries at Ljubljana Central Market in a plastic punnet
context_page_description: The garden strawberry is a widely grown hybrid species of the genus Fragaria, collectively known as the strawberries, which are cultivated worldwide for their fruit. The fruit is widely appreciated for its characteristic aroma, bright red color, juicy texture, and sweetness. It is consumed in large quantities, either fresh or in such prepared foods as jam, juice, pies, ice cream, milkshakes, and chocolates. Artificial strawberry flavorings and aromas are also widely used in products such as candy, soap, lip gloss, perfume, and many others.
  The garden strawberry was first bred in Brittany, France, in the 1750s via a cross of Fragaria virginiana from eastern North America and Fragaria chiloensis, which was brought from Chile by Amédée-François Frézier in 1714. Cultivars of Fragaria × ananassa have replaced, in commercial production, the woodland strawberry, which was the first strawberry species cultivated in the early 17th century.
  The strawberry is not, from a botanical point of view, a berry. Technically, it is an aggregate accessory fruit, meaning that the fleshy part is derived not from the plant's ovaries but from the receptacle that holds the ovaries.
context_section_description: In the United States in 2017, the collective commercial production of strawberries, blueberries, raspberries, and blackberries was a $6 billion industry dominated by the California growing and marketing company Driscoll's. In 2017, strawberries alone were a $3.5 billion market of which 82% was for fresh fruit.
  To increase consumer demand in the 21st century, commercial producers of strawberries cultivated them mainly for favorable aroma characteristics similar to those of wild strawberries, in addition to having large size, heart-shape, glossy red exterior, firmness, and slow ripening for long shelf-life favorable to ship by ground transportation from farms to stores nationwide for consumption within two weeks of harvest. In US and Canadian grocery stores, fresh strawberries are typically sold in plastic clamshells, and are among the top fresh produce items in grocery revenues. One marketing analysis identified strawberries and other berries as a source of "happiness" for consumers.
caption: Fresh strawberries being sold in plastic containers
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