Strawberries are America’s favorite fruit. About one-third of consumers named strawberries as their favorite in a national survey conducted in 2017, significantly more than any other fruit. Purchase intent for strawberries is at an all-time high, with nine in ten consumers indicating they definitely/probably would by fresh strawberries, up from 82 percent from 2013. Strawberries are the year-round anchor of the berry category in U.S. supermarkets, representing nearly two-thirds of the sales volume and $3 billion in annual sales contribution to the produce department.