Air transit is greatly reducing the marketing period for much of California's strawberry crop. However, low holding temperatures were still found important for strawberries—even when they are consumed within two or three days of harvest. Constant low holding temperatures provided the greatest protection, and any warming was detrimental to fruit quality. Total deterioration was related to the total length of time fruit was exposed to warm temperatures, regardless of the pattern of exposure. Rewarming of fruit after cooling did not accelerate the rate of deterioration, as compared with fruit held at a constant warm temperature.