Every winter, thousands of people travel to the city of Areguá to enjoy Paraguay’s famous strawberry season, with fresh strawberries, homemade desserts and colourful roadside stalls. The strawberry season has become one of the country’s best-loved seasonal traditions, but the fruit is not native to Paraguay. How did it arrive? The Asunción Times set out to find the answer.
The journey begins nearly a century ago. At that time, European immigrants introduced strawberry plants that would eventually transform family farming into one of Paraguay’s most recognised winter celebrations. In fact, nothing signals the start of strawberry season more than these vibrant stalls across Areguá.
From distant shores to Paraguayan soil
The modern strawberry has travelled across continents before reaching Paraguay. Wild strawberry species grew naturally in North and South America centuries ago. During the eighteenth century, French growers crossed a Chilean variety with another from North America. The result was a larger, sweeter fruit that gradually spread throughout Europe. Later, it returned to South America through migration and agriculture.
Paraguay first welcomed strawberry cultivation during the 1930s. Historians link the earliest successful plantations to immigrants who settled around Areguá after the Chaco War. Russian newcomers Emil Litvinenko and Alexander Iakowlew, together with Italian farmer Pedro Comelli, introduced the first plants and also shared cultivation techniques with local families. These early efforts sowed the seeds for today’s strawberry season. Now, it is famous throughout the region.
Areguá: Paraguay’s famous strawberry season capital
The first harvests remained modest, yet farmers soon recognised the area’s potential. Areguá offered favourable soil, suitable weather and easy access to nearby markets. As neighbours exchanged knowledge, more producers planted strawberries. As a result, they turned the crop into an important source of income for rural households.
Several Paraguayan growers also helped expand production during those early years. Families gradually passed their experience from one generation to the next. This allowed strawberry cultivation to become part of the region’s agricultural identity. Today, producers also cultivate the fruit in the cities of J. Augusto Saldívar, Caaguazú, Central and Itapúa. Although Areguá continues leading national production.
A harvest that depends on careful work
Growing strawberries demands patience throughout the year. Farmers prepare seedlings months before winter and monitor each plant carefully. During harvest season, they pick every berry by hand early in the morning. This careful routine protects the fruit from excessive heat and preserves its flavour and texture. That is why Paraguay Strawberry Season offers some of the best tasting fruit you can find.
Fresh strawberries quickly reach roadside stalls, municipal markets and local fairs. Producers also prepare jams, cakes, juices, chocolates, ice cream, liqueurs and other seasonal treats. These products allow farming families to increase their earnings and offer visitors new flavours every season. Such variety is what makes this season in Paraguay truly stand out from the rest of the year for local communities.
More than a seasonal fruit
Strawberries eventually became part of Paraguay’s calendar as well as its agriculture. Local festivals celebrating the harvest gained popularity during the 1970s and encouraged visitors to discover Areguá’s traditions. In 2000, producers launched the first Expo Frutilla, which continues attracting thousands of visitors every winter with food, crafts and family activities. In 2023, the expo ran for 70 days.
Today, the strawberry represents far more than a successful crop. It reflects the determination of immigrant pioneers, the dedication of Paraguayan farming families and the strength of local communities. What began with a handful of plants in the 1930s has grown into one of Paraguay’s sweetest symbols. Now, it brings colour, flavour and opportunity to each winter season. Clearly, Paraguay’s Strawberry Season has become a cherished annual event woven into national tradition.
