In this article, I had highlighted the results of a survey carried out in 2009 on the situation and difficulties faced by strawberry growers, characterized as smallholders, in the Federal District (DF), Brazil. In addition, I discuss some alternatives to mitigate these problems. The most cited challenges identified by smallholders were, in order of importance: (1) incidence of pests and diseases; (2) strawberry plantlet acquisition; (3) packing costs; (4) need of intensive labor; and (5) high production costs. Based on these information, some possible measures to improve the social and economic status of the smallholders involved in the strawberry production in DF are: (a) local production of plantlets, with sanitary quality and affordable costs, to reduce the dependence on other Brazilian States; (b) a more intensive use of the several public and private universities, science and technology institutions and rural extension services available in DF to support the sector; (c) creation of an association or cooperative to scale up production, access distinct market niches and strengthen the political influence of the sector; (d) improve the postharvest handling system by adopting modern packing materials and refrigeration; (e) adopt modern traceability tools, so as to increase the local strawberry added value and, therefore, access more demanding markets; (f) implement and join the "Strawberry Integrated Production Program (PIMo)", officially launched by the Brazilian Ministry of Agriculture, Livestock and Food Supply in 2006; (g) survey the local strawberry market and consumer demands to develop a strategic marketing plan to serve the distinct market segments. The increasing consumers' demand for fruit quality and certified and residue free products will surely push the strawberry production system in DF into a scenario of efficiency and excellence.
Strawberry (Fragaria x ananassa); smallholders; production costs; market
