In this episode of CropTalk, we kick off the Master Strawberry Series with John Place, CEO of Nourse Farms, one of the largest berry propagators in North America with over 90 years of history. John brings a grounded perspective on the realities of strawberry propagation, breaking down the challenges CEA berry growers are facing today. We cover the rise of disease pressures like Neopestalotiopsis (Neo-P), the lag in high-yielding genetics, and the strain this has placed on commercial operators. John shares why low-tech tunnel systems may become the more realistic path forward and how clean propagation practices are now mission critical. A direct, honest look at the state of the strawberry sector and what it will take to get the industry back on track.