UF/IFAS research: Helping Florida strawberry growers and meeting consumer desires for 70 years

As far back as the early 1950s, University of Florida scientists have been studying how to improve strawberry production and consumption – not just in Florida, but globally.

Did you know UF/IFAS-developed strawberry varieties grow in more than 50 countries and on every continent except Antarctica?

Fun facts as we enter the thick of Florida’s strawberry growing season, which runs through April.

To help those who grow the crop, which generates $300 million annually for Florida’s economy, UF/IFAS researchers aim to develop strawberries that fight diseases and pests, but also taste and smell delicious.

Vance Whitaker and other researchers at the UF/IFAS Gulf Coast Research and Education Center (GCREC) have bred many cultivars over the years. Among those are ‘Strawberry Festival,’ ‘Florida Radiance,’ ‘Florida Brilliance’ and Sweet Sensation®.

Vance Whitaker, a UF/IFAS strawberry breeder and professor of horticultural sciences, seen in a field at the Gulf Coast Research and Education Center. UF/IFAS photography.

Whitaker’s most recent variety is known as the “pineberry,” aka Florida Pearl ® ‘109.’ It’s white, and has a sweet flavor with a subtle pineapple aroma.

‘Brilliance’ grows on 60% of the state’s strawberry acreage. That’s because the fruit is relatively firm and resists many diseases, said Wael Elwakil, a fruit and vegetable agent for UF/IFAS Extension Hillsborough County.

‘Sensation’ is the second most common cultivar because of its savory flavor and size. Growers are increasingly choosing ‘Medallion,’ a newer variety compared to ‘Brilliance’ and ‘Sensation,’ and they’re growing more of it each year.

GCREC is in Balm, about 20 miles southeast of downtown Tampa — in the heart of Hillsborough County’s farmland. The county produces most of Florida’s 12,000 acres of strawberries, but some of the fruit also grows in Manatee County.

“The Tampa Bay area is ideal for growing strawberries due to its climate, not so far north as to have too many freezes but not so far south that the autumn is too hot and unsuitable for planting,” said Whitaker, a professor of horticultural sciences.

Another popular UF/IFAS strawberry cultivar, ‘Medallion.’ Courtesy, UF/IFAS

Strawberry consumption continues to rise in the United States, creating a strong domestic demand for strawberries, he said.

A GCREC fact sheet shows strawberries are rich in vitamin C and low in calories. To keep up with consumer demand for healthier lifestyles, U.S. fresh strawberry production has increased from the past 20 years.

California and Florida lead the nation in strawberry production, growing over 91% of the crop.

This fall’s weather has hindered strawberry growers, but Elwakil remains optimistic for a “fruitful” season.

“The weather this fall has been particularly challenging for the majority of the strawberry growers in the central and south Florida area,” Elwakil said. Hurricanes Ian and Nicole didn’t help. “The overcast, rainy weather persisted, which is not ideal, and in the middle of all of that, we had two freeze events around Christmas.”

Having said that, “Strawberry plants and our growers are both resilient, so we look forward to a good season,” he said.


The mission of the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) is to develop knowledge relevant to agricultural, human and natural resources and to make that knowledge available to sustain and enhance the quality of human life. With more than a dozen research facilities, 67 county Extension offices, and award-winning students and faculty in the UF College of Agricultural and Life Sciences, UF/IFAS brings science-based solutions to the state’s agricultural and natural resources industries, and all Florida residents.
ifas.ufl.edu  @UF_IFAS


Feeding a hungry world takes effort. Nearly everything we do comes back to food: from growing it and getting it to consumers, to conserving natural resources and supporting agricultural efforts. Explore all the reasons why at ifas.ufl.edu/food or follow #FoodIsOurMiddleName.


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Posted: January 25, 2023

Category: UF/IFAS

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