Florida Strawberry Season Begins: Farmers Rise Above Hurricane Challenges!

Florida Strawberry Season Begins: Farmers Rise Above Hurricane Challenges!

The air is ripe with excitement as the Florida strawberry season gears up, running from November to April. Wish Farms is stepping into the 2025–2026 season brimming with optimism, despite the recent hurdles posed by Hurricane Milton and spiraling costs. The company, established in 1922, has been a cornerstone of Florida’s agricultural landscape and is now responsible for approximately 17% of the state’s strawberry industry, managing over 2,500 acres dedicated to various types of strawberries, including conventional, organic, and the unique Pink-A-Boo® pineberries. As the strawberry market thrives, Wish Farms is poised to deliver top-tier berries while ensuring reliability in supply and exceptional flavor, as noted by Perishable News.

This year, the spotlight is on four key strawberry varieties from the University of Florida: Brilliance®, Medallion®, Ember®, and Encore®. Both Ember® and Encore® have been praised not only for their impressive size and flavor but also for their enhanced disease resistance. With expectations high based on last year’s performance, we might see increased yield and productivity. Nick Wishnatzki, the Public Relations Director of Wish Farms, expressed confidence in the team’s adaptability and strategic planning, suggesting that there’s much to look forward to this season.

Challenges from Hurricane Milton

However, the path hasn’t been entirely smooth. Hurricane Milton made landfall as a Category 3 storm near Siesta Key on October 9, bringing significant challenges to strawberry growers. From damaged plastic covers to flooded fields, the storm’s impact resulted in elevated salt levels from ocean water on the strawberry crops, leading to initial yield stunts during a period typically characterized by better prices. Although it was a tough pill to swallow, Florida’s strawberry farmers courageously navigated these challenges. The resilience of these growers shines brightly in reports stating that the season was moderately successful, against the odds where many farms faced significant damage, as Specialty Crop Grower highlights.

As Kenneth Parker, executive director of the Florida Strawberry Growers Association, emphasized, both hurricanes Helene and Milton brought serious setbacks, yet growers managed to plant strawberries for the upcoming season. The collaborative efforts with the University of Florida breeders and extension agents have been critical in addressing industry needs, ensuring that the planting could be completed by early November, as outlined in an informative post from the UF/IFAS Blog.

Looking Ahead

Despite the uncertainty surrounding yield predictions, next year’s crop seems to hold promise, especially with the introduction of disease-resistant varieties like Ember™ and Encore™, which currently account for about 10% of the 14,000 acres under cultivation in Florida. The industry is anticipating an increase in acreage for these innovative cultivars in the coming years, allowing farmers to recover and hone their production capabilities. It’s clear that Florida’s strawberry farmers, supported by collaborative research and a sturdy resolve, are determined to deliver the beloved fruit to consumers and continue to play a crucial part in the berry market landscape.

As the strawberry fields begin to flourish again, the blend of tradition, innovation, and resilience will certainly yield joys for both farmers and consumers alike. Who can resist the taste of fresh Florida strawberries, especially when they come with a story of perseverance in the face of nature’s challenges?