In this episode of CropTalk, we continue the Master Strawberry Series with Katia Kouloumprouka Zacharaki, TCEA Soft Fruit Specialist at NIAB and founder of InnoPhyte Consulting. With more than a decade of experience across start-ups and research organisations, Katia brings a research-driven perspective on the realities of strawberry cultivation in controlled environments. We cover why greenhouse and polytunnel growers face shrinking margins, the biological gaps that make indoor strawberry yields unpredictable, and the risks of relying on best-case financial models. Katia explains the importance of dialing in climate control before chasing new genetics and breaks down the trade-offs between F1 seeds and clonal propagation. A candid look at the state of indoor strawberry production and what it will take to make the crop commercially viable.