Why now is a great time to buy strawberries in France

A surge in strawberry production across France has led to a sharp fall in prices, with retailers cutting costs by as much as 50% compared with last year.

Unseasonably warm weather following a cooler start to the season has accelerated ripening, resulting in an unusually large and early harvest. According to TF1, around 1,200 tonnes of Gariguette strawberries were produced in a single week, an increase of more than 20% on usual levels.

The sudden influx of the sweet and savoury fruit has created a short-term oversupply in the market, particularly of delicate varieties such as Gariguette and round strawberries. 

Because strawberries are highly perishable and typically need to be sold within a few days of picking, producers are under pressure to move stock quickly.

As a result, prices have fallen sharply. In the supermarket Auchan for example, 500g punnets that recently cost €6.58 are now selling for €3.29. By comparison, in 2025, 250g packs in France were priced at €3.99, equivalent to €15.96 per kilogram.

The French Strawberry and Raspberry Producers’ Association (AOPn) has urged consumers to support domestic growers, as they also face strong competition from Spanish imports.

The timing of the surplus has also added to the challenge. Strawberries are traditionally most popular around the Easter period, but this year’s peak production has arrived later than usual, making it harder to stimulate demand.

Supermarkets have responded by increasing promotional activity to help clear stock and support French producers. Retailers such as Auchan have introduced weekly discounts across different varieties, including Mara des Bois, Charlotte, Ciflorette and Gariguette.

“These promotions cover different varieties each week,” a retailer told TF1. “What we want to say to consumers is: enjoy these French strawberries, these small pleasures that are affordable and good for your health.”