Little research has been conducted on structural change within the UK horticultural sector. This paper examines long-term changes, over a 90-year period, in one particular part of the UK horticultural sector: strawberries. It follows its growth from being a minor crop in 1920 to becoming the biggest grossing horticultural crop in 2009. Using a combination of long-term continuous datasets of agricultural statistics and primary data gathered from a behavioural study of the sector, three distinct phases of change are identified. The last phase, in particular, witnessed the biggest changes with the introduction of protected cultivation, the industrialisation of strawberry production and the divergence of practices and marketing methods leading to the formation of two distinct farm types. This industrialisation removed the geographical disadvantage of Scotland relative to England, encouraging growth of the Scottish strawberry industry and a spatial shift in the main production centres. Supermarkets have played a dominant role in the market for fresh strawberries and their importance in driving change is of high significance. (Contains 2 tables and 4 figures.)