Italy’s ‘Strawberry Village’: a 300-year-old tradition

Can a region be rebuilt with a handful of seedlings? In one Italian village, this is exactly what happened.

Just outside Turin, the “Strawberry Village” owes its nickname to a decision taken more than three centuries ago. After the war had devastated the local farming community, people searched for a practical way to start again. This was a deliberate agricultural project built on a simple idea: bring to the valley floor and foothills what once grew in the woods around the ducal residences.

Why San Mauro became the "village of strawberries"

In the village of San Mauro, strawberries have long been a defining crop. The land between the Po River and the Turin hills provides cool, fertile soil that is both well-watered and well-drained.

These conditions allow strawberries to develop a strong aroma and firm texture. Over time, local consumers have learned to recognise and value these qualities. In some areas, open-field cultivation is still practised, keeping the link with the traditional agricultural landscape alive. 

Gradually, the name “village of strawberries” became a shared symbol of local identity.

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The Duke's "gift" that rekindled the fires

The story begins in 1706, just after the French occupation of Turin during the War of the Spanish Succession. Although the cavalry led by Duke Vittorio Amedeo II secured a decisive victory, the countryside around the city had suffered severe damage. Supplies were burned, crops destroyed, and farms left struggling.

At that point, a request came from San Mauro. The Benedictine abbot asked the Duke of the House of Savoy for permission to take strawberry plants from the woods around the residences of Racconigi and Stupinigi. The aim was to transplant them locally as compensation and, above all, as a foundation for renewed agricultural growth. That authorisation triggered a process that lasted more than three centuries. Strawberries took root, spread and became part of the area’s culture and memory.

Black strawberries and “frolere”: the guardians of the undergrowth

Alongside cultivated crops, the harvest of the so-called “black strawberry” also developed. This small wild variety is highly fragrant and particularly prized.

The search for these berries gave rise to a now almost forgotten figure: the frolere, skilled pickers who moved through riverbanks, hills and woodland to find wild strawberries. 

• Their work relied on detailed knowledge of seasons, sunlight and soil moisture. 
• Cultivation and wild harvesting existed side by side. 

This dual tradition strengthened the identity of the San Mauro strawberry, linking it both to open fields and to the forest.

A territory that makes the difference: Po River, hills and open fields

San Mauro’s geography plays a central role in its agricultural quality. The nearby Po River creates a mild microclimate and ensures a steady water supply. The surrounding hills provide varied exposure and soils, which support proper ripening.

The traditional farming system, with open plots and rows of vines, has encouraged cultivation methods that follow natural rhythms. The area also includes land protected by the Piedmontese Po Park, which safeguards the river environment and rural setting. This protection helps maintain ecological corridors and biodiversity.

Uccio “Uccio2” D'Ago…, CC BY-SA 3.0 Wikimedia commons

Aroma, shape, consistency: what distinguishes the San Mauro strawberry?

Over time, three key characteristics have become associated with these strawberries: intense aroma, fleshy pulp and a generally conical shape. These traits are not only aesthetic. Aroma and texture make them suitable for fresh consumption as well as for confectionery.

This adaptability has strengthened ties with pastry shops and delicatessens in Turin. There, San Mauro strawberries appear in tarts, compotes and seasonal desserts.

The Strawberry Festival of San Mauro Torinese

Each year, on the penultimate Sunday of May, the town celebrates the Strawberry Festival. Producers, artisans and residents gather to highlight the symbol that reshaped local history.